VIDEO: The New CMO Imperative

Aug 02, 2019


Article ImageAuthentic CLO David Roe discusses how to optimize experiences and improve engagement in this clip from his presentation at Digital Experience 2019.

Watch David Roe's complete Digital Experience Conference presentation, A203. Speed: The Currency of the Experience Era.

Transcript

David Roe: If we look at some of the stats-- and this actually came from Bloomreach, which would be the original presenter on this-- 89% of marketers are looking to create a better customer experience. It's their number one challenge that they have.

This is actually something we see consistently across all of our customers: the idea that, as a brand, we need to get a lot closer to who our customers are, and we need to engage with them, digitally, in a more customer-friendly, and more digitally engaging model. 46% of CMOs are under pressure to keep up with constantly changing customer expectations.

We see this over and over and over again in the financial services space, as well as in the premier brands space. Where, in financial services, we see a reduction of insurance agents, we see less and less banks opening, we see less customer-facing, or face-to-face communication, we see a movement to much more of a digital-facing option. And the reason is, is they just, frankly, have a reduction in who those agents are, and who those brokers and bankers are, overall.

So there's a desire and an initiative to move to a much more direct model. When you move to that direct model, you're not trying to initially move to a brochure-ware web experience. You're looking for something that's a little bit more engaging.

When we think of sites like these, whether it's Airbnb, or Tesla, or Nike, or any of those various groups, getting it online and experiencing, experiencing a website or an engagement like that, it looks a little bit different. We know that we're dealing with a company that has taken the time to explore what an experience would look like, how to optimize that experience for those customers. They test, they value them, and they're very iterative in the optimizations that they come about.


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