It’s the Age of the Customer and marketing-driven customer experience is on the minds—and budgets—of B2B marketers everywhere.

Now, more than ever, understanding and supporting your customer at each and every stage of the journey is vital to the success of your marketing strategy—which is why we created a comprehensive guide on the subject.

Still need some convincing?

Take a look at these customer experience stats from industry leaders that have put customer-centric marketing top of mind here at Kapost—from why it matters, to how to execute, and where it will impact your business.

Top 10 Customer Experience Statistics

Today, Marketers Are Making CX a Major Priority

1. By 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago.

By 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago.

With disruption in the industry, comes a new focus for how to provide the best products and services. Buyers are engaged and educated, so their experience is your competitive advantage for revenue growth and increased retention rates.

(Source)

2. 86% of senior-level marketers say that it’s absolutely critical or very important to create a cohesive customer journey.

86% of senior-level marketers say that it’s absolutely critical or very important to create a cohesive customer journey.

Marketing executives are marrying their marketing strategy with the customer journey—looking at their entire marketing strategy through the lens of the customer experience. This marriage is why message alignment is mission critical.

(Source)

However, as Marketers We Need to Bridge the Gap Between Priorities and Execution

3. Only 23% of B2B marketers claim to have a customer-centric—versus a channel- or product-centric—organizational structure.

Only 23% of B2B marketers claim to have a customer-centric—versus a channel- or product-centric—organizational structure.

Right now, our current roles are focused on what we know—our product and where we market it. We need to reorganize around the buyer journey, refocusing our strategy based on customer insights, like personas.

(Source)

4. Only 17% of respondents said their company had fully integrated their customer data across all areas of the organization.

Only 17% of respondents said their company had fully integrated their customer data across all areas of the organization.

We need to really learn our customers based on how they behave, not just how we think we think they behave, in order to plan, create, distribute and analyze our content in a way that resonates with our buyers.

(Source)

5. 50% of C-suite respondents said their organization uses no consistent measure of their customers’ experience.

50% of C-suite respondents said their organization uses no consistent measure of their customers’ experience.

On top of the data we already collect, we need to find key metrics to assess how we are performing to gain access to consumer insights. Let’s integrate new tools to gain insight into the ways we meet our customers’ needs and where we fall short. Because, solutions exist…

Focusing on the Customer, along with Data and Tech, We Can Close the Gap

6. Executives have noticed: 81% percent of CxOs anticipate more digital interaction with customers by 2020, and 66% expect more focus on customers as individuals.

Executives have noticed: 81% percent of CxOs anticipate more digital interaction with customers by 2020, and 66% expect more focus on customers as individuals.

Sliverpop said this about the upcoming year in marketing, “Without a doubt, the pressure is on marketers in 2016 to get attuned to what customers need, how they want it and when they’d like it served up.”

(Source)

7. Customer journey analysis is now the most valuable CRO (conversion rate optimization) method, with A/B testing dropping to second.

Customer journey analysis is now the most valuable CRO (conversion rate optimization) method, with A/B testing dropping to second.

The metrics you’ve been looking for! A/B testing and iteration are still powerful tools, but analyzing your entire customer journey is the most valuable way to produce new buyers and retain customers.

(Source)

8. Marketers are investing more heavily in the tools to help them create this experience.

Marketers are investing more heavily in the tools to help them create this experience.

“The high value that B2B marketers place on customer satisfaction and customer retention rates when evaluating overall marketing success reaffirm that building a cohesive customer journey with 1:1 interactions is imperative,” said Salesforce in their 2015 State of Content Marketing.

(Source)

And, When We Do, Business Will See REAL Results

9. Customers are 5.2X more likely to purchase from companies with a great customer experience.

Customers are 5.2X more like to purchase from companies with great a customer experience.

Great CX equals increased revenue. Can’t argue with that.

(Source)

10. Case studies reveal that integrated customer journeys provide a competitive advantage, in some cases doubling sales year over year.

. Case studies reveal that integrated customer journeys provide a competitive advantage, in some cases doubling sales year over year.

Harvard Business review sites and example of Oakland-based Sungevity, who has innovated and iterated to create a seamless customer journey. Since implementing the program, sales have doubled in the past year to more than $65 million, exceeding growth targets and making Sungevity the fastest-growing player in the residential solar business.

(Source)

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