Customer experience trends: Loyalty top priority for brands

12/06/2019

Nearly three quarters of marketers and CX professionals (74%) are investing in digital experiences in an effort to foster long-term loyalty and build better relationships with their customers.

That’s according to research from experience analytics company Clicktale, which surveyed 200 marketing and CX professionals across the US and UK.

Released in Clicktale’s Defining Digital Experience report, the research found customer loyalty to be the number one priority for those building a digital experience (DX) strategy. This was followed by a need to understand customer behavior (67%) and a desire to create a clearer customer experience vision (67%).

For those at a managerial level (CX and marketing managers) improving customer lifetime value was also identified as an important driver of DX strategy.

Commenting on these findings, Sara Richter, CMO, Clicktale said: “As ever more customer interactions are completed via digital channels, marketers find themselves faced with a ‘switching economy’ – in which consumers regularly flit between different brands when they’re dissatisfied with a particular experience. Given this fact, is it any wonder that so many marketers are looking to secure long-term customer loyalty through their digital experience approach?

“To achieve such loyalty, however, we as marketers need to think about what it is that our customers need, and to do that requires a strong understanding of customer behaviors. This is where the other key objectives come into play.

“In order to drive loyalty, marketers must improve their digital experiences. But to do that, they must have a clear vision and the behavioral data needed to back it up. None of these factors can exist in isolation – they must all form part of a single, unified DX strategy and be supported with the right behavioral technologies.”

For more information about the objectives and technologies driving today’s digital experience approach, download the full Defining Digital Experience report.

METHODOLOGY

The “Defining Digital Experience” report was produced by Clicktale and CX Network and incorporates data from over 200 UK- and US-based marketing and CX professionals from some of the world’s leading brands. The result is a unique insight into the objectives and strategy that have come to shape today’s digital experience approach, as well as the technologies and processes that will continue to define DX in the years to come.

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