Two-thirds of marketers increase focus on consistency of CX

Some 64% of marketing leaders say their company has become more focused on providing a consistent experience across every channel as a result of changing customer expectations, according to a report by Salesforce.

This shift in focus over the past 12 months has been driven by the fact customers expect consistent, personalised experiences.

The fourth annual State of Marketing report – which surveyed 3500 B2B and B2C marketing leaders – found some 65% of buyers are likely to switch brands if a company doesn’t make an effort to personalise communications to them.

Tom Smith, product marketing manager EMEA, Marketing Cloud, Salesforce, said: “Business buyers show especially high expectations for a consistent customer experience through personalisation.

“More specifically, over the past 18 months, 60% of B2B marketers have become more focused on improving audience segmentation and personas in order to provide a more consistent customer experience, especially as consumers switch between any connection – mobile browser, mobile app, social, desktop, and so on – and expect a consistent brand experience.”

The report found 51% of marketers stated their campaign messages are identical from one channel to the next, with only 23% of marketers extremely satisfied with their ability to leverage customer data to create more relevant experiences.