The Customer Experience Mandate: Brand Strategies to Meet and Exceed Customers' Always-On Expectations - eMarketer
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The Customer Experience Mandate: Brand Strategies to Meet and Exceed Customers' Always-On Expectations

eMarketer Report

By: eMarketer

Published: May 16, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Customers don’t view their relationships and interactions with brands in discrete channels. As digitally native companies continue to heighten their users’ already lofty expectations, smart brands are taking on a more holistic, less channel-centric approach to customer experience, simply to stay competitive.

  • Companies like Airbnb, Amazon.com and Uber have raised the bar for customer experience, meaning that other brands look to emulate their approach in the context of their own business.
  • The concept of customer experience is broad, requiring brands to develop a clear strategy involving measurement, analysis and iteration. Though six in 10 executives say they have a strategy in place, just one in 10 describe it as mature enough to inform their decision-making.
  • It’s client-side marketers who are increasingly driving customer experience initiatives across an organization. Many marketers believe there is untapped revenue potential in existing customers. But their budgets continue to be weighted toward acquisition, not retention or loyalty.
  • An array of roles and functions specific to customer experience are being carved out at brands large and small. These roles can certainly help achieve customer experience goals—if they come with the proper authority and buy-in from senior executives.
  • Having a culture that is not just focused but obsessed with delivering a great customer experience goes a long way to helping a brand meet and exceed today’s heightened customer expectations.

"Per an October 2015 survey from Forbes Insights, executives worldwide pointed out several benefits to achieving a more complete, unified view of their customers. More accurate predictions of their needs and desires, as well as an overall improvement to customer experience and service topped the list."

Table of Contents

Customer Expectations Today: Always On, Need It Now

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A Strategic Approach to Customer Experience

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17 charts are included in the full report:

The Customer Experience Mandate: Brand Strategies to Meet and Exceed Customers’ Always-On Expectations

Benefits of Achieving a More Complete/Unified View of the Customer According to Executives Worldwide, Oct 2015 (% of respondents)

Customer Expectations Today: Always On, Need It Now

Average Emotion Ratings* for New Purchases vs. Customer Service Interactions Among US Internet Users, by Service Type/Industry, Q1 2016

The Impact of Changing Expectations

Trend from Which Senior Executives Worldwide Expect to Experience the Most Disruption to Their Core Business, Sep 2015 (% of respondents)

Top Priority of Customers According to US Marketing Executives, Aug 2013-Feb 2016 (% of respondents)

A Strategic Approach to Customer Experience

Importance of Select Areas to Customer Experience Success According to Client-Side Marketers Worldwide, Dec 2015 (% of respondents)

Maturity of Their Customer Engagement Strategy According to Executives Worldwide, Aug 2015 (% of respondents)

Marketing’s Role in Customer Experience Strategy

Top 3 Priorities for 2016 According to Marketing Leaders Worldwide (% of respondents)

Areas for Which Enterprise Senior-Level Marketers Worldwide Are Currently vs. Will Be Responsible, Nov 2015 (% of respondents)

Marketing Executives in North America* Whose Company Is Realizing the Full Revenue Potential of Customers, Q4 2015 (% of respondents)

Primary Area Where US Marketers Allocate Their Budget Throughout the Customer Lifecycle, Q3 2015 (% of respondents)

Implementation of a Single Customer View at Their Company* According to Client-Side Marketers vs. Agency Professionals Worldwide, Nov 2015 (% of respondents)

Benefits of Achieving a More Complete/Unified View of the Customer According to Executives Worldwide, Oct 2015 (% of respondents)

Extent to Which US Marketers Are Able to Measure the Customer Experience, Jan 2016 (% of respondents)

Marketing Team Structure According to Senior-Level Marketers Worldwide, by Company Size, Nov 2015 (% of respondents)

Strategic Programs that Define Their Marketing Department According to Marketing Executives Worldwide, Currently vs. in 2020 (% of respondents)

Bringing Clarity to Customer Experience Roles

US Marketers Whose Company Currently Has vs. Will Have Select Roles/Functions, Aug 2015 (% of respondents)

Role that Currently Sets vs. Should Set Digital Vision/Strategy at Their Company According to Digital Experience Decision-Makers Worldwide, June 2015 (% of respondents)