In trend: Customer Experience Management
Customer Experience Management (CXM) is currently one of the most significant trends in digital business. For many marketing experts, positively influencing the user experience is the key to a higher conversion rate and more sales.
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A global study by Falcon.io, a SaaS platform for customer experience management, shows: 78 percent consider customer experience to be particularly important - in the DACH region, however, the figure is only 55 percent. Falcon.io wants to analyze what makes excellent CXM. Their study underlines: DACH companies still make too little use of the great potential of customer experience
DACH region
In the USA, a full 90 percent see the customer experience as a decisive success factor, in Europe it is only 70 percent. In the DACH region, too, the potential is only considered high by just over half (55 percent). No wonder, then, that marketers in this country invest less money in the analysis of the customer journey.
On the other hand, all (100 percent) agree that data from social networks is very important for the marketing strategy - however, social data is used 20 percent less in the DACH region than the European average. Finally, 62 percent of those who use social data rate data analysis as useful. So why is DACH lagging behind?
The main reasons are not a lack of belief in the relevance of customer experience management, but rather a lack of time (54 percent) and a lack of expertise (41 percent).
CXM challenges
Based on their activity on social networks, users can be much better animated (63 percent), enabling a personal conversation (51 percent). To make this happen, one of the primary challenges marketers face is figuring out what drives their own customers (72 percent) and understanding their behavior across multiple touchpoints (55 percent).
Problems are caused both by the digital landscape, which is constantly changing (30 percent), and by the need to address customers in a personalized way in real time (34 percent).
Management Tools
To solve these problems, 62 percent of respondents use a professional management tool to analyze customer experience activities. The main focus is on bundling all user data streams in order to ensure an excellent customer experience.
"Customer Experience Management is the future of digital business, social data is the key to success. Today, a company is judged by how well it designs CX for the customer. The study shows that industry professionals know they need to connect with users at key emotional moments to create brand loyalty.
Social media highlights these key moments and gives the chance to impress customers.
