Agenda Overview for Customer Experience, 2015 （议程概述客户体验,2015）.pdf

Agenda Overview for Customer Experience, 2015 Published: 22 December 2014 Analyst(s): Jake Sorofman Customer experience has emerged as a top priority for marketers. This overview summarizes how our research will help you serve customers changing needs and expectations in 2015. Analysis Figure 1. Customer Experience Agenda Overview Source: Gartner (December 2014) According to a 2014 Gartner survey on marketings role in customer experience, 89% of marketers expect to compete primarily on the basis of customer experience by 2016. For marketers, customer experience is the new battlefield for differentiation. Customer experience is the sum of discrete moments that work together to strengthen or weaken a consumers preference, loyalty and advocacy for a brand. Many of these moments are orchestrated by the brands themselves via multiple touchpoints, from store showcase designs to automated marketing processes that trigger digital actions, such as an email or personalized website content. Our 2015 Customer Experience Agenda will prep marketing leaders to design and deliver exceptional customer experiences by collecting and acting on customer insight in the moments that count. A marketing leader shares responsibility for the overall customer experience with other business leaders — but, more than any other function, marketing owns customer experience strategy, design Page 2 of 9 Gartner, Inc. | and improvements. Additionally, according to this same Gartner for Marketing Leaders survey, marketing controls the majority of the customer experience budget 54% of the time. The same research suggests that marketers will play an even greater role in this