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Gartner Surveys Confirm Customer Experience is the Brand New Battlefield

Yearly, my colleague Laura McLellan appears to be like into marketers’ pockets. How they spend their money, she’s likely to let you know, reveals what’s on their minds. Here, fact isn’t topic to the distortions of interpretation, politics or spin that, as business analysts, we sometimes negotiate. Here, what you see is what you get-and what you get is a transparent image of what actually matters. Laura’s quickly-to-be-launched findings from the 2015 Marketing Spending Survey follow the marketer’s cash path. These findings inform an interesting story. Marketing budgets themselves account for, on average, a healthy 10.2% of income and forecasts for spending subsequent year are stronger nonetheless-up over 10% for those planning will increase. Marketers are increasingly taking on bona fide P&L accountability, particularly as business models and income streams go digital. Fully half of marketers report that they either have P&L accountability today or expect to have it in the following 24 months. This last half, specifically, ought to trigger you to take a seat up straight.

Why? Because, as competition and buyer empowerment compounds, customer experience itself is proving to be the one actually durable aggressive advantage. A recent Gartner survey (available to Gartner for Marketing Leaders purchasers right here) on the position of marketing in customer experience discovered that, by 2016, 89% of corporations count on to compete totally on the basis of customer experience, versus 36% four years in the past. Based on the same Gartner research, fewer than half of corporations see their customer experience capabilities as superior to their friends-however two-thirds expect these capabilities to be trade main or much more successful than their friends within 5 years. Wishful pondering? Perhaps. But what it does reveal is a punctuated shift in emphasis and spending as marketers acknowledge that customer experience is quick turning into the new battlefield. By 2017, 50% of client product investments will likely be redirected to customer experience improvements. Maybe Mercedes Benz USA President and CEO Steve Cannon put it best. “Customer experience,” he says in Loyalty360, “is the brand new marketing.” I couldn’t have stated it higher myself.

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