Archive Page 2


Customer Experience – Firms fail to deliver

According to CCF online, obtaining customer loyalty through quality experience is high on the corporate agenda, yet companies still fail to understand customer expectations, according to new research.

Although the study indicates that 80 per cent of the executives strongly agree that customer strategies are more important to companies’ success than ever before, firms fail to design and deliver those strategies and, as such, lose customer commitment and loyalty.

According to the study:

• Only 43.9 per cent (up from 40.0% in 2006) believed that their companies deserve their customers’ loyalty.

• 34.8 per cent indicated that their company has a dedicated customer experience management role.

• Just 27.2 per cent of the respondents said that the definition of the customer experience is well-defined and communicated in their companies.


Managing Data in the clouds

Joe Mckendrik has an interesting perspective on this topic:

More companies are emphasizing their ability to compete on analytics, and the ability to integrate and leverage enterprise data is key. Whether on-site or in the cloud, effective data integration is a must.

As cloud computing engagements increase in sophistication and edge ever closer to the mission-critical core of the enterprise, recognition is growing that there are enterprise data management issues that still need to be worked out. “Our belief is that cloud computing or on-demand computing is simply a way of further fragmenting data, because customers are absolving themselves from responsibility for the management, storage, security, and backup and recovery of the availability of that data,” Chris pointed out. However, he emphasized, “you must never, ever, absolve responsibility for the quality and the ownership of the data, and having such quality and ownership as part of your core business processes. And that requires integration.”

As Informatica’s Ron Papas put it, technically, there isn’t a lot of difference between on-site systems and data stores and cloud-managed systems and data stores. However, there’s a big difference in the ownership of these applications:

“What’s that’s doing is it’s bypassing the traditional process of having IT design the whole integration processes into the solution. So, before you know it, you could be up and running with without having put much thought into integration, because it’s really being led by the line of business side. You could have someone in the sales and marketing unit that somehow bypassed IT and went up and implemented Salesforce. All of a sudden, they realize they need access to that data. they need it synchronized.”


Delivering Customer Experience – Good news & bad news

1-to-1 Media has some interesting perspectives on the challenges companies face to deliver a seamless customer experience. Take a look:

What do you believe is your organizations biggest hurdle in delivering an excellent customer experience?
Departmental silos 35.2%
Commitment from the top 17.0%
Recruitment and training 15.9%
Technology 14.8%
Focus on reducing operational cost 10.2%
Lack of investment 6.8%

… well customer-centricity has permeated their organizations. On the good news side, the majority of attendees work in organizations that think delivering an outstanding customer experience is everyone’s job. The bad news: 5 percent actually have no one responsible for ensuring that customers have a positive experience.

Who is responsible for customer experience in your organization?
Everyone 64.6%
All front line employees 15.2%
Contact centre employees 7.1%
Customer experience team 8.1%
No one 5.1%

How would you rate your company’s performance against its competitors in terms of customer experience?
Much better 12.3%
Better 32.9%
The same 38.4%
Not quite as good 13.7%
Worse 2.7%

Interesting, right?


Automotive Loyalty – A huge challenge

Automotive customer loyalty at the manufacturer level has dropped by 9.2 percentage points, from 49.1% in 1998 to 39.9% in 2008, and costing some automakers more than US$3 billion in annual sales, according to a study by Experian.

Loyalty challenge
“However, the increased number of available manufacturers and models make engendering customer loyalty a bigger challenge than ever before,” Waldron warned. “Automakers that have a firm understanding of what drives their customers to remain loyal will have a significant competitive advantage in such a challenging market.”

The company suggests that even a small rise in customer loyalty can lead to significant increases in revenue. For example, a manufacturer with 10 million current customers will have approximately 1.5 million of those customers return to market in a given year. A 1 percentage point rise in customer loyalty would produce 15,000 additional annual sales, or approximately US$405 million in additional revenue (based on an average vehicle sale price of US$27,000).

But if that same manufacturer could improve loyalty performance by the 9.2 percentage points lost since 1998, it would generate an additional US$3.726 billion in annual sales.


50 Golden brands that made a difference to the marketing world

1959 was the year The Marketing Society was founded and the birth of modern marketing. Today, The Marketing Society is the most influential network of senior marketers dedicated to championing marketing in the UK.

Selecting a brand for each of the past 50 years was not easy. Their shortlist was assembled using a variety of different criteria. Which brands were launched, relaunched or revamped? Who was winning awards? Who were the top spenders and the top sellers? And which brands encapsulated the zeitgeist of the year?

Take a look


Customer-centric lead scoring

We have always seen that companies struggle to manage the leads that they generate. Either they are not followed-up effectively or there is a conflict of what is defined as a hot/warm lead by sales and marketing or there is no defined process of managing unconverted leads to extract more value out of the marketing investments made.

Tim Wilson has an interesting prespective on the same:

Old school lead-generating efforts often fail because Marketing and Sales initiatives are dependent on each other but disconnected. The image often associated with this relationship is a funnel. At the top of the funnel is Marketing, which finds and lures leads that are then pushed down to the lower portion of the funnel, which is Sales.

This funnel image is fundamentally flawed because it suggests a linear process. Rather, to succeed, the process must be ongoing and circular, like cogs that continue to rotate and engage each other. One cog is Marketing (tactics), and this must be in alignment with a Sales cog (engagement), both of which are driven by a third cog: the continuous process of lead marketing optimization.

Complaints from the Sales department often occur because Marketing prematurely hands over leads to Sales, which creates efficiency problems. First, some of the information that needs to be gathered could have been gathered automatically through a Marketing dialogue. Second, the lack of that information results in lead handoffs that have little or no near-term potential. Over time, these inefficiencies cause Sales representatives to lose trust in the value the Marketing department is providing. In the worst case, it results in the salesperson starting to cold call himself, which makes the level of inefficiency even greater. According to Anders Grondstedt:

“Non customer centric thinking organizations are organized to efficiently produce and distribute goods. They relegate customer management and brand building to marketing and communication departments and agencies that sequester themselves in separate offices, isolated both from each other and from the customer, churning out advertising and other communications material to an information overloaded world. They make a virtue of outspending and outshouting the competition. Run more ads. Maximize the numbers of impressions. Get more ‘ink.’ They are frittering away millions of dollars in “marketing.”


Read more



Love your data, set it free!

Data services are freeing corporate data from the silos, allowing for its use on demand while providing security to the data’s custodians. The demand for more data more quickly is driving IT departments to rethink their entire systems architectures.

At Cequity, we have been helping clients work within the constraints of multiple -source systems while making data accessible for marketing when they need it. Our philosophy has been to make data more flexible and easy to access so that enterprises can take advantage of huge amounts of data that they accumulate today.

Dana Gardner writes:

In the past, data was structured, secure and tightly controlled. The bad news is that the data was limited by the firewall of personnel, technologies and process rigidity. Today, however, the demand is for just-in-time and inclusive data, moving away from a monolithic data system mentality to multiple sources of data that provide real-time inferences on consumers, activities, events, and transactions.

The move is in the ownership of data value to the very people who really need it, who help define its analysis, and who can best use it for business and consumption advantage. Analysis and productivity  values rule the future of data as services.The [new] model is of keeping the data where it belongs and yet making it available to the rest of the world.Our data is trapped in these silos, where each department owns the data and there is a manual paper process to request a report.

According to  Brad Svee”..Requesting a customer report takes a long time, and what we have been able to do is try to expose that data through Web services using mashup-type UI (user interface) technology and data services to keep the data in the place that it belongs, without having a flat file flying between FTP servers, as you talked about, and start to show people data that they haven’t seen before in an instant, consumable way.”

Read more

At Cequity, we believe customer intelligence will be the biggest competitive advantage enterprises will have in the next decade or two. Successful enterprises of tomorrow will be the ones who can organize and leverage this information at speed to optimize their marketing performance, increase accountability, improve profit and deliver growth. Cequity insights will bring to you trends and insights in this area and it’s our way of sharing best practices so as to help you accelerate this culture and thinking in your organization.
May 2018
« Sep    

Blog Stats

  • 18,356 hits