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Forrester reports that customers are willing to spend nearly five times more for excellent customer experience (CX) than they would for poor CX*.
But improving customer service comes at a cost. Besides the time and effort required, sometimes marketers need to take risks to make their company more customer-centric. Here are three examples of companies who have taken a leap in the name of CX innovation.
While it's interesting to see the extent of mobile's influence nowadays, reports which talk about mobile in general are useful only to a point.
For board-level presentations, knowing that mobile penetration is 75% in a target market may be sufficient, but when trying to decide how a brand can serve the mobile consumer more effectively, more granular data is needed.
Social media in the workplace has not been terribly successful.
Most professionals in Western countries have LinkedIn accounts, but for many it has become more of a job-hunting service than a work-based social network. And no other platform has even gotten close.
Managing the customer experience in our multi-device, multichannel world provides a significant challenge to marketers.
Consumers engage with companies according to their preferences, not necessarily in ways that are best for the brand.
In a recent Econsultancy survey, we asked marketers whether they work to engineer mobile moments which reflect well on their brand.
But what are 'mobile moments'? And what can brands do to be a part of them?
Improving customer experience requires as much attention to how things work inside the company as how customers are interacting with the brand.
What internal initiatives do marketers feel are essential for improving customer experience from within the company?
All of this talk about rogue YouTube ads, fake Likes on Facebook, and Snapchat vs. Instagram is fascinating, but how much of it is relevant to a marketer's daily job?
To find out, we surveyed hundreds of marketers and asked them which channels they are really using these days.
It is always a challenge for brand marketers to optimize campaigns, even in a single channel.
Coordinating campaigns across many channels is even harder, though, according to a recent Econsultancy research report, produced in association with IBM Marketing Cloud.
Marketing in China can be tricky. Consumers there are eager to learn about Western brands, but that interest can quickly turn to outrage if people feel that companies have been misleading.
Here are three recent stories of brands that 'lost face' in China and how others can avoid the same fate.
'Why?' questions are always difficult to answer, but the current state of customer experience is puzzling.
Almost every survey of marketers indicates that improving the customer experience is at the top of the priorities list, yet marketers often lament at their inability to make the changes necessary to do so.
Snapchat's parent company, Snap, recently IPO'd with unprecedented media coverage in the West.
In Asia, however, coverage was much lighter as the app has not enjoyed the same cultural impact in the region as it has in the US and Europe. Does this mean that Asians are oblivious to a future trend - or has Snapchat missed its chance to win over the region's 1.8 billion internet users?
Airbnb is apparently 'doubling down' on China by relaunching the company with a new Chinese brand name (ài bi yíng) and increasing headcount in the country.
Reaction to the new name has been mixed, however, and many are already comparing the company's strategy with other brands who previously failed in China. So, is Airbnb going to struggle too?