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Customer experience (CX) was
identified as one of the top three capabilities in the 2019 Gartner
CMO Spend Survey
,with CMOs stating
that CX is vital to their marketing strategies in the coming
With, on average, 18% of marketing budgets allocated towards CX
initiatives, organisations are increasingly spending both time and
money to ensure that customers have favourable brand impressions –
a feat crucial in today’s digital economy.
And as marketers demand data-driven insights to ensure positive
CX, marketing technology also continues to evolve. Technology has
placed marketing at the centre of business growth by enabling
advanced measurements of CX that help guide initiatives and
identify drivers specific to a brand. But with great insight comes
great responsibility; the success of marketing campaigns and
initiatives is now determined by the data that follows.
Access to machine learning and artificial intelligence, for
example, offers marketers new opportunities to deliver CX that
exceeds expectations and provide real-time data to prove it. One
forward looking example is event-driven analytics through facial
recognition, which enables automatic registration of known
attendees and monitors attendee sentiment and activities, all
through an event venue. The added insights on attendee interaction,
demographics, and sentiment help event managers place their focus
where it is needed to ensure an ROI.
Customers have numerous digital channels at their disposal, with
the expectation that no matter how they interact, it will be a
singular and seamless experience. With every digital touchpoint
comes the responsibility to prioritize ease-of-use that will
generate positive customer feedback.
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