Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.
– Don Draper, Mad Men.
We have been saying it for years, but Don Draper had a better quote, it’s all about making the customer happy. According to Salesforce’s 2016 State of Marketing report, “marketing has entered the age of the customer.” Customer satisfaction has been a top metric of marketing success for two years in a row, and this year it has reached the very top, becoming the most important metric according to 35% of the surveyed marketers, and surpassing revenue growth (33%) and customer acquisition (24%). Yeah, let that sink in.
The report found that marketers are now going for the holistic approach to customer experience. High performing marketing teams are implementing customer experience initiatives across their businesses (58%), compared to 8% of underperformers. This requires building bridges and collaborating across business units (marketing, sales, IT, leadership, and service), which high performers are 17.1 times better at doing than underperformers.
In line with the holistic view of customer experience, the report shows that 65% of high performing marketing teams have adopted a customer journey strategy, and 88% of them found it to be critical to their success. This is due to customers having more information, choices, and power than ever before, as Salesforce puts it, causing them to expect quality customer experience across every touch point.
With Enalyzer, you can create a free account today and be on your way towards understanding your customers’ complete experience by using our customer satisfaction survey template – use it as inspiration or create one of your own. Or if you want to take it to the next level, try our PRO plan and get access to our NPS® survey template. Plus, with our real-time reporting possibilities, you can watch as your customers’ answers start ticking in!
We are glad to hear that marketers are prioritizing customer experience more and more every year, since we have always believed that understanding your customers’ experiences is crucial to your success. Whether this is through your own surveys, on-going feedback recollection or Net Promoter Score®, make sure you start getting familiar with your customers and their experience.