Why Game-Changing Technology is Sometimes Invisible: What CMOs Need to Make Wiser Spending Decisions in 2017
One Gartner prediction of old coming true shows where the industry is heading – and who holds the keys
Yet another Gartner prediction is expected to hit the nail on the head: According to Scott Brinker’s recent chiefmartec.com article citing Gartner’s 2016-2017 CMO Spend Study, the report “shows that Gartner’s once flabbergasting prediction from back in 2012 — that by 2017 CMOs would spend more on technology than CIOs — is on track to be proven true.”
2016 has been the year of CX: and at Boxever, we’ve been offering brands suggestions to reimagine the customer experience from start to finish.
Along the way, we’ve shared resources on the blog to help you navigate the path to more meaningful CX. As we look back over the year and prepare for 2017, we thought we’d wrangle together the best of the best from the past 365 days.
Lessons from Santa’s Journey from The North Pole: Creating Memorable Experiences for Each of Your Customers
Santa Claus has arguably the toughest job of all—satisfying consumers all over the world. If there’s one thing Santa has done well, it’s establishing and meeting the expectations of his customers. For jolly ol’ St. Nick and marketers, the end of the year is filled with excitement and its fair share of hustle and bustle. The store shelves – online and offline – are filled with gifts to be purchased, wrapped and placed under the tree. But beyond what’s perfectly packaged is the holiday experience, and like Santa’s journey to reach the good boys and girls to create a memorable Christmas morning, marketers too have to consider the customer journey to create memorable experiences.
So how does Santa deliver the ultimate customer experience? Below are a few key things to keep in mind along the journey:
Making the list
Just as Santa makes his “naughty” and “nice” lists, marketers also make their list of target consumers based on their behavior throughout the year. In targeting consumers, brands piece together key customer touch points – whether it’s shopping behaviors, consumer trends or customer demands – to ensure the right message is tailored to the individual customer using the right channel.
Checking it twice
As the Master of personalization, Santa Claus takes his time to get to know his customers and understand their journey. He checks his list many times and makes sure he and the elves take note if any updates have been made or last minute gift requests have come in. He tracks his customers from beginning to end and understands what they are doing and where they “live.”
Just as Santa Claus does this check-up along the way, abandoned shopping carts prompt marketers to check their methods and strategy again and again. Each time, evaluating how to build on the customer experience, drive brand loyalty and develop a customer relationship, through targeted and tailored outreach.
List. Package. Gift. Repeat.
Santa’s job starts long before his sleigh is loaded and it doesn’t end once the gifts have been delivered. Santa monitors each child’s behavior and keeps close records, and like Santa, marketers also track customer engagement across many channels (mail, email, social media etc.) and are able to improve the consumer experience. Most marketers strive to collect the level of customer insight and actionable data that Santa gets from his Christmas lists all year round.
As Santa is responsible for delivering a magical experience every Christmas – year after year – we often forget all that he has to do to meet the needs of children and families all around the world. For marketers, the magic of the journey isn’t limited to one particular season. Rather, like Santa, they whistle while they work the whole year round. May Santa and his elves remind us all that taking those extra steps to deliver true personalization will result in special moments that create the ultimate magical customer experience, no matter what season!
Perception is everything when it comes to building brand loyalty: How consumers respond to your brand in the wild is an essential measure for long-term satisfaction.
Thanks to the many tools and techniques to reach them today, marketers are poised to understand their customer better than ever before. With data as the source of new intel on consumer behaviors, preferences, and historic activity, new opportunities for engagement are around every corner.
Boxever Survey Reveals Disconnect between Marketers and Consumers When It Comes to Building Brand Loyalty
Findings from 500 combined marketers and consumers debunk expectations versus reality on key topics driving the modern marketer’s agenda: AI, Personalization, and CX
DUBLIN and NEW YORK – (December 12, 2016) – While today’s brands are laser-focused on trying to create exceptional customer experiences in an always-on, omni-channel world, a recent survey from Boxever reveals that there’s an apparent disconnect between marketers and consumer when it comes to truly understanding consumer preferences. The Boxever survey takes a closer look at consumers’ and marketers’ perceptions around brand loyalty to define a clearer view of expectations versus reality for the modern marketer.
Real-time Offers over Mobile
Once I had a nine hour layover in Heathrow, during the holidays. I wasn’t flying Business which meant no access to the Airport Lounge… costly mistake! I failed to negotiate a seat in a crowded area and ended up taking a train to another terminal. I ate in one of the most expensive restaurants just so I wouldn’t have to walk around with my carry-on saddled to my side. As I boarded my connecting flight, the couple behind me chatted excitedly about the merits of purchasing a day pass to the Airport Lounge. They speculated that it wasn’t filled to capacity because most people were travelling as families. I, on the other hand, speculated as to why I didn’t enter the lounge myself and ask if they were offering Day Passes for purchase. I had just assumed the lounge was full.
Airline marketers should think like retailers to put a bow on brand loyalty
On the heels of Black Friday, holiday shopping is on everyone’s minds. Discounts are presented everywhere – from websites to social to email – trying to woo the indecisive buyer and prompt the coveted sale.
“Reflection, which defeats the tendency to take the obvious for granted, is what gives experience value.” – Roger Martin, The Opposable Mind
It’s that time of year again: prep for the holidays is in full swing, and NYE plans are being booked on the calendar. Businesses are projecting figures for the year ahead, and budgets are being nailed down.