Poor and inconsistent customer experiences, marked largely by a lack of cross-channel integration, amounts to about $83 billion in lost sales in the U.S. each year, according to a new survey from IBM.
The survey, which identified leading marketers based on their level of adoption of cross-channel technologies and their ability to proactively influence the customer experience, found that only 39% of leading marketers are adjusting real-time offers based on customer wants, needs, and preferences.
While marketers often tout their omni-channel approach, the study found that cross-channel integration is still lagging. Only 35% of leading marketers currently integrate their campaigns across all channels, with 8% indicating they are not currently integrated at all. In comparison, only 12% of remaining marketers surveyed currently integrate their campaigns across all channels, with 39% saying they are not currently integrated at all.
This lack of integration had a direct impact on marketing campaigns and brands’ ability to deliver personal and relevant messages.
By leveraging individual behavior and context, marketers can deliver personalized messages in real time by channel. The survey shows that 85% of leading marketers deliver personalized messages through customer service and contact centers, as well as through their respective websites. What’s more, 70% of leading marketers coordinate and automate the decisioning process through social media, while 63% do so through mobile apps.
According to the survey, 82% of leading marketers create and deliver brand messages at every point of the customer interaction, resulting in a consistent and coordinated brand experience. Marketers are also measuring the impact of a consistent brand experience, with 84% of leading marketers systematically measuring brand awareness and reputation.
Nearly 66% of leading marketers are using location-based targeting to market to their customers, which indicates a greater use of big data, analytics, and real-time marketing through mobile and social channels. Also, 61% of leading marketers use mobile messaging campaigns to deliver relevant offers to customers. Marketers are also looking to user-generated content to market more efficiently, as 63% of leading marketers rely on customer input, reviews, blogs, and posts.