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About this report
In this report we interview a number of global marketing leaders in order to understand how they have implemented customer experience (CX) strategies, the challenges they have faced along the way and the lessons they have learned.
We have also surveyed our extensive subscriber base of marketers, agency heads and technology experts to find out where the biggest hurdles and opportunities lie.
Drawing on survey findings, interviews and exclusive content from Econsultancy’s library of articles, research reports and data, this report builds a framework for organisations looking to answer their own CX questions.
What you'll learn
- An understanding of what drives expectations of customer experience
- A framework for implementing and managing customer experience
- Innovating customer experience for the future
- Resolving customer experience challenges
- Deborah Goldingham, Head of Marketing South East Asia, Mastercard
- Laurence Parkes, Chief Strategy Officer, Rufus Leonard
- Liz Watson, CMO, Hartville Pet Insurance
- Bruce Himelstein, Consultant and Former CMO, Ritz Carlton
- Thom Groot, Digital Director, the AA
- Brad Rutta, VP Strategic Partnerships and Innovation, Berkshire Hathaway Travel Protection
- Ian McCaig, Founder and Former CMO, Qubit
- Uwe Ellinghaus, Global CMO, Cadillac
- Simon Sproule, CMO, Aston Martin
- Richard Ingram, Global Head of Brand Innovation and Development, SABMiller
- Mariano Dima, Global CMO, HomeAway
- Claudia Infante, Senior Director, Revenue and Distribution Strategy, Hard Rock Resorts
Table of contents
- 1. Executive Summary
- 2. What Drives Expectations of Customer Experience?
- 3. How Aligned are Companies to Customer Experience?
- 4. The Forgotten Role of the Brand
- 5. A Framework for Implementing CX
- 6. Resolving CX Challenges
- 7. Implementing CX Best Practice: 10 Top Tips
- 8. Appendix: Customer Experience Management Framework
- 9. Appendix: Respondent Profiles
1. Executive Summary
- About Econsultancy
2. What Drives Expectations of Customer Experience?
- The price isn't right
- Seamlessness and intelligence win the day
- Will laggards lose out?
- Move on mobile
3. How Aligned are Companies to Customer Experience?
- ...Not very
- Complexity and the customer journey
- CX depends on the bigger picture, not just customer data
- Which Chief is in charge of CX?
- CX is the marketer's agenda
- Collaboration is central to CX success
- Getting leadership buy-in
- Data and CX signposts in the customer journey
- Getting data to work for you
- Leaving room for interpretation
- Lost on the journey
- A failure to build CX for the future
- Mapping a way out of the maze
- Using the journey to implement today and build for the future
4. The Forgotten Role of the Brand
- The critical role of differentiation
- Rebuilding brand thinking in an analytical world
- Redelivering on brand experience
- One brand, two masters
5. A Framework for Implementing CX
- No-one is winning - yet
- A framework for the future, from the past
6. Resolving CX Challenges
- Understanding the customer is still the top challenge
- Is full stack a myth?
- Leadership should look to the frontline
- Clients' technical difficulties are all relative
- Laying the groundwork for technology
- Brand expectations
7. Implementing CX Best Practice: 10 Top Tips
8. Appendix: Customer Experience Management Framework
9. Appendix: Respondent Profiles
- Implementing a Customer Experience (CX) Strategy Best Practice Guide (1.13 MB PDF)
- Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification **HRDF Claimable** - Malaysia
- Psychology for Digital Marketing
- Brand Building in the Digital Age Masterclass – Singapore
- Masterclass in Lead Generation - Singapore
- Multichannel Marketing and the Customer Journey