SALESmanago: European Marketers Fly Blindly by Not Measuring Customer Engagement
Nearly two-thirds of e-commerce marketers in Europe have not measured their customer engagement processes in the past month, and almost one-fifth have never measured them at all, reveal the new survey findings from Poland-based customer engagement platform SALESmanago. To top it all, close to half do not think customer engagement metrics are important.
Respondents say the main barrier to monitoring and understanding success metrics is a lack of resources, followed by reluctance and inadequate understanding, and also by deficient internal processes to measure customer engagement. Ian MacLeod, chief marketing officer at SALESmanago, says neglecting to measure customer engagement processes on a continual basis means brands are approaching their marketing tactics blindly.
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In the survey of 250 ecommerce marketers across Europe, the findings also disclose that customer intimacy is the most measured customer engagement element. However, convenience—which refers to how well brands engage with customers at optimal times—is the element measured least, and also the customer engagement aspect deemed by respondents as the most difficult one to measure. Other aspects identified as being difficult to measure are data insights and customer intimacy.
Telus International: Enterprise Executives to Increase Digital CX Budgets for 2023
New research from digital CX solutions provider Telus International shows that nearly three-quarters of enterprise executives will increase their spending on digital CX in 2023 compared to last year, with more than two-thirds hiking up digital CX budgets by up to 25%. The top digital CX investments this year will be customer relationship management (CRM) systems, AI, and customer analytics, while the key focus areas for leaders are customer service quality and customer loyalty.
The biggest obstacles to achieving digital CX goals in 2023 include data security and compliance, limitations in tech infrastructure, and budget constraints, according to the research.
Maria Pardee, chief commercial officer at Telus International, says today’s economic climate is further driving the need for businesses to have a robust CX strategy in place. “In times of economic uncertainty, customers are more cautious about where they’re spending their money, and a positive customer experience that integrates elements like AI-powered chatbots, mobile apps, and united web interfaces can help brands stand out from the crowd, leading to increased brand loyalty and customer retention,” Pardee adds.
The research, conducted in partnership with German database company Statista, explores where 250 enterprise leaders throughout the US and Europe plan to invest in digital CX technology in 2023 and the key driving factors behind those decisions.
Teleperformance: Shoppers are Willing to Pay More for Good Customer Service
Close to one-third of consumers worldwide are willing to pay more for a product or service if it comes with better customer service, indicate the findings from a new survey by Teleperformance, a major provider of outsourced CX and related digital services. The findings from Teleperformance CX Lab‘s 9th annual Global CX Survey, which queried 87,000 consumers across 20 sectors and 16 countries, also show that consumers today put a premium on receiving good customer service when shopping for products and services, highlighting the importance of good CX after the pandemic altered consumer behavior.
The difference between good and bad CX is reflected in customer loyalty. Bad customer service decreases loyalty by 28% as customers dissatisfied with their last interaction expressed reluctance to remain or repurchase. In contrast, a good customer service channel mix can boost loyalty by 37%, with happy customers much more likely to return as repeat shoppers.
Among consumers, 40% posted about their brands’ customer service on social media in the last 12 months. Consumers post mainly on their personal pages, rather than on brand-owned sites, to share experiences. And approximately 14% of consumers fell victim to fraud or theft of personal information associated with their brands, causing a 3% decrease in loyalty.
Medallia: Negative Customer Service Interactions Motivate Consumers to Switch Brands
A new report from CX specialist Medallia identifies new consumer expectations that highlight the increasing challenges and opportunities facing organizations today. In a key finding, 65% of consumers say that negative interactions with customer service would motivate them to consider switching to a competitor brand. And when choosing a customer support channel, the top three factors that customers care most about are the ability to communicate with a person instead of a bot, to get instant responses, and to have complaints resolved in real time.
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Among survey respondents, 95% believe it is important that contact center agents help them find a solution that meets their needs and that agents take the time to understand why a call is placed. Demonstrating empathy during a customer service interaction is also essential, the findings note. For baby boomers, talking to a human representative is the first channel of choice, while online or mobile chat is the preferred channel for Gen Z and Millennial consumers.
The report says it is critical for contact centers to provide personalized experiences for customers. Often perceived in the past as cost centers, contact centers are now being recognized by innovative organizations as foundational pieces for improving CX, driving customer retention, and gaining a competitive advantage—goals that are all mission critical, especially in today’s uncertain times.
Valtech: Manufacturing Leaders are Keen to Improve CX
A recent global survey of manufacturing industry leaders finds that a vast majority are committed to improving CX, but many face organizational obstacles. The findings from Paris-based business transformation agency Valtech show that 91% of manufacturing leaders are either aware of the need to modernize CX or are already implementing change. Additionally, 62% report that digital transformation projects are going well, that they are hopeful about future opportunities, or feel positive about organizational change.
“The survey shows that the appetite for digital transformation to enhance customer experiences has moved past the conceptual phase for many manufacturing companies, and is firmly into the implementation stage,” says Charles Desjardins, executive vice president for North America at Valtech.
However, obstacles to progress—both organizational and technical—remain. Organizations say the biggest threat to success in transformation projects is the rising cost of operations. Other significant obstacles include changing customer expectations, loss of control in pricing, new entrants into the market, the proliferation of sales channels, and supply chain management.
As to technological issues, the greatest threat is the lack of an integrated marketing-technology stack, which results in data ending up in silos. Respondents have also experienced difficulty with using tools to their fullest capacity, scaling legacy systems, locating missing personnel, and obtaining buy-in from the C-suite.
Author Information
Alex is responsible for writing about trends and changes that are impacting the customer experience market. He had served as Principal Editor at Village Intelligence, a Los Angeles-based consultancy on technology impacting healthcare and healthcare-related industries. Alex was also Associate Director for Content Management at Omdia and Informa Tech, where he produced white papers, executive summaries, market insights, blogs, and other key content assets. His areas of coverage spanned the sectors grouped under the technology vertical, including semiconductors, smart technologies, enterprise & IT, media, displays, mobile, power, healthcare, China research, industrial and IoT, automotive, and transformative technologies.
At IHS Markit, he was Managing Editor of the company’s flagship IHS Quarterly, covering aerospace & defense, economics & country risk, chemicals, oil & gas, and other IHS verticals. He was Principal Editor of analyst output at iSuppli Corp. and Managing Editor of Market Watch, a fortnightly newsletter highlighting significant analyst report findings for pitching to the media. He started his career in writing as an Editor-Reporter for The Associated Press.
