Every interaction with a consumer is a chance for a brand to surprise and delight—or a missed opportunity to do so. Topics in this webinar include: How marketers are making improvements to the customer experience a priority; The effectiveness of data-driven marketing and channel-specific optimization to deliver across traditional and digital channels; What the realities are today for practitioners looking to reach the ultimate single customer view; How marketers are dealing with a consumer journey that’s no longer linear.

1. © 2017 eMarketer Inc.

2. © 2017 eMarketer Inc.
What Is the Customer
Experience?

3. © 2017 eMarketer Inc.
What is the customer experience?
What marketers think:
The sum of all consumer
touchpoints with a brand,
over time, adds up to the
customer experience.
What consumers think:
Huh?
#eMwebinar

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About those
touchpoints …
#eMwebinar

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It’s a given
that customer
journeys are
multichannel
and nonlinear
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And even so, that’s just a snapshot of the overall
customer journey
“A lot of clients come to us with a very
traditional customer journey map that
usually begins with online research and
ends with a trip to the store. We talk
about how that journey is actually
cyclical: You might buy something in-
store but then come back to the website
either for reviews or for returns.”
—Rachel Bogan, Partner, Product
Management, Work & Co.
#eMwebinar

7. © 2017 eMarketer Inc.
Data to the rescue!
 Already, in February
2016, marketers said
data was helping them
deliver better
customer experiences
 By next year, the vast
majority expect shifts
in many areas, if not
across the board
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8. © 2017 eMarketer Inc.
But marketers still have a limited ability to
connect experiences across touchpoints
 Two in five marketers
were “just starting out”
or “struggling” to deliver
data-driven omnichannel
experiences
 Just 7% can “always”
deliver these
experiences
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9. © 2017 eMarketer Inc.
The reality of
dealing with
customer data is
still messy for
many marketers
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Most are doing
customer
journey
analysis—but
not across
devices and
channels
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Why not?
 Lack of customer
analytics across
channels (Periscope,
April 2016)
 Lack of collaboration
between departments
(Progress, March 2016)
 Budget (CDP Institute,
November 2016)
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12. © 2017 eMarketer Inc.
The single customer view eludes most
marketers
“There’s still a ways to go to integrate
those data sets and connect that raw
material of information, to have a
much more compelling story about
the consumer.”
—Richard Dunmall, President, Media iQ
Digital
#eMwebinar

13. © 2017 eMarketer Inc.
Marketers Make Progress

14. © 2017 eMarketer Inc.
User research: Marketers are doing more to
understand their customers
 36% of customer
experience
professionals reported
bigger monthly user
research budgets in
2016 vs. 2015
 Just 4% reported
decreased budgets
 Websites were the No. 1
user research focus
#eMwebinar

15. © 2017 eMarketer Inc.
User research means actually finding out how
real people use your product or service
“We have users in [the Drizly office]
every week. We talk about their
experiences with Drizly. … We’re
doing marketing surveys as well as
specific usability sessions where folks
are clicking through the site and
talking about their thoughts and
friction points.”
—Joe Ayotte, Head of UX, Drizly
#eMwebinar

16. © 2017 eMarketer Inc.
Channel-specific optimization remains a focus
 Channel optimization
tends to focus on
desktop and mobile
sites, and less on offline
channels
 Good experiences with
one channel often
translate to more
experiences on other
channels (ForeSee,
December 2016)
#eMwebinar

17. © 2017 eMarketer Inc.
Improving the in-store experience is critical for
retailers
 This often means
bringing elements of
digital into brick-and-
mortar stores
 Customers like in-store
tech such as kiosks
where they can look up
info, but retailers tend to
look more at employee-
facing technologies
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18. © 2017 eMarketer Inc.
In-store tech provides important connections to
digital shopping activities
“Our consumers go online to prep their
shopping before coming into our
stores. So we need to consider the
website and ecommerce as informing
and inspiring potential store
shopping.”
—Grégoire Baret, General Manager,
Omnichannel Experience, The Aldo Group
#eMwebinar

19. © 2017 eMarketer Inc.
Omnichannel advancements are happening, too
#eMwebinar

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Personalization is the ultimate goal
 The No. 1 reason to
have a single
customer view is
personalization (CDP
Institute)
 Understanding users
means being able to
give them better
experiences
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Internet users tend to like personalization …
… though they also
tend to think it’s not
executed well
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Ads are part of the experience, too
 Ads may not be
consumers’
favorite thing, but
there are better
(and worse) ways
for ads to touch
your audience
#eMwebinar

23. © 2017 eMarketer Inc.
Customer service must be convenient and painless
 Offering a wide variety
of customer service
channels is not an
option, it’s a must
 Consumer preferences
vary not only by
demographic, but also
based on what activity
they’re conducting
#eMwebinar

24. © 2017 eMarketer Inc.
Who Owns the Customer
Experience?

25. © 2017 eMarketer Inc.
At many older brands, no one owns the
experience
“Across a lot of our clients’
organizations, the job of maintaining
the best possible customer
experience and creating that
consistent experience regardless of
channel does not really exist.”
—Rachel Bogan, Partner, Product
Management, Work & Co.
#eMwebinar

26. © 2017 eMarketer Inc.
The customer-centric mindset starts at the top
“I think every single
person in the
organization has some
kind of ownership over
the customer
experience, but it’s
really hammered down
from the top.”
—Mike Russell, CEO and
Co-Founder, Paintzen
“Everyone is on the
usability team. …
That’s what real
brand equity
means.”
—Joe Ayotte, Head of
UX, Drizly
#eMwebinar

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Marketers have the opportunity to take a
stronger role
#eMwebinar

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Reality Check

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Even among
digital native
firms, there
are a lot of
less-than-
stellar
customer
experiences
#eMwebinar

30. © 2017 eMarketer Inc.
Recap
 Marketers are making customer experience
improvements a priority across channels
 The store experience is a significant focus for retailers
 Digital experiences are also becoming more store-
focused
 Consumers aren’t necessarily thinking about the
customer experience per se
 Marketers have a long way to go to wrangle the data and
deliver real-time, customized brand experiences
#eMwebinar

32. Optimizely X: Operationalize Experimentation Across
the Organization
Enable Rapid Experimentation
by Everyone
Experiment Everywhere on
Any Channel and Device
Deliver High-Performing
Personalized Experiences
Optimize Anything that
Matters to your Business
optimizely.com/get-started

33. Deliver High-Performing Personalized Experiences
Target content and experiences
based on customer behavior
Experiment with personalization
strategies and see what works
Recommend products and content to
increase customer lifetime value
Power personalization with a single
view of the customer
optimizely.com/get-started

34. Ari Sheinkin, Vice President, Marketing Analytics, IBM

35. optimizely.com/get-started

36. © 2017 eMarketer Inc.
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Nicole Perrin
Analyst
Customer Experience: How to
Navigate the Journey Toward
Customer-Centricity
 Marketing Technology 2017: Putting Customer Data at the Center
 Customer Experience 2017: The Journey Toward Customer-
Centricity Continues
 Digital Transformation 2017: Disrupting ‘Business as Usual’