Gartner Research

Multichannel Marketers Bring Valuable Insights to Customer Experience Strategies

Published: 26 November 2014

ID: G00271612

Analyst(s): Jennifer S. Beck, Adam Sarner

Summary

Multichannel marketers need to build on channels, campaigns and offers, and help identify business practices and high-value interactions with the brand to define an enduring and differentiated customer experience.

Table Of Contents

Analysis

  • Marketing Shares Responsibility for the Overall Customer Experience — But, More Than Any Other Function, It Owns Customer Experience Strategy, Design and Improvements
    • Luxury Cruise Line
    • Espresso Machines
    • Life Insurance
  • Customer Executives Are Expected to Lead a Closed-Loop System of Insight and Action, Where Customer Data Drives Multichannel Experiences
    • No. 1 Segment Customers and Create Personalized Customer Treatments to Establish a Baseline of Advocacy and Differentiation
    • No. 2 Inventory Customer Preferences and Permissions
    • No. 3 Understand How the Company's Brand Value Is Perceived and Evaluated by Prospects and Influencers
    • No. 4 Detail How Customers Follow, Drop Out of or Dictate New Purchase Paths
    • No. 5 Connect With Sales, Customer Service and Other Business Functions

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