It has not been all that long since I was Director of Marketing at a healthcare organization that sold software and services directly to independent medical providers. Consider that for a second. Our target was an ever-shrinking audience, a community of doctors who essentially understood that their future would be better tied to a large corporation than on their own.
With a strong economy comes opportunity. With opportunity comes prosperity. Unfortunately, in the construction industry the opportunity is there, but there are few who have the ability to take advantage of it. Of course, I am speaking about the workforce shortage.
Tomorrow, I’ll be participating in the Columbus Chamber of Commerce Retail Summit 2019. So, why does a marketer care about supply chain and logistics? Because your battle to provide great customer experience is either won or lost in the trenches of supply chain and logistics. A recent Harris Poll indicated that 48% of U.S. marketers believe brands have an excellent ability to provide an exceptional customer experience. However, only 22% of customers believe brands and retailers provide an exceptional customer experience.
Columbus, Ohio, July 30, 2019 – Hart, one of Ohio’s largest independent marketing and advertising agencies, recently helped with the brand launch and development of RIG360, a new network of independent service centers for the trucking industry.
In a recent study by Forbes Insights and The Trade Desk, 42% of CMOs identified customer experience as one of their top three challenges, and 36% said improving customer experience is their primary mandate for 2019. Today’s marketers are faced with fragmented media consumption habits, marketing-savvy consumers, and social and political divides at every turn. So, brands have much to gain by strategically balancing their focus (and budget) between customer acquisition and customer retention. Marketing efforts historically focused on identifying and targeting new customers to draw them into the sales funnel. But shifts in today’s consumer marketplace are forcing an expanded focus that includes customer retention, often driven by managing the customer experience. It’s commonly understood that acquiring a new customer is five times more costly than keeping one, and increasing customer retention by just 5% can increase profits from 25% to 95%. The question becomes, how do marketers “own” the customer experience? Here are three considerations.