Marketers in the UK are typically missing out on revenue and delivering an improved customer experience by not measuring the lifetime value of their customers, a new report has revealed.
https://www.warc.com/newsandopinion/news/uk_marketers_find_customer_lifetime_value_elusive/40197/
There is an uncomfortable and usually unspoken tension in the age of digital marketing: when we talk about “delivering a superior customer experience,” it's defined by the marketer, relative to business outcomes, not by the consumer, relative to their preferences.
Put another way, improvements to customer experience (CX) are measured by business metrics, not by consumer happiness. Yes, there’s a relationship between them, but at the end of the day, if conversions drop on the website, for example, that web experience will be revised.
https://www.cmswire.com/digital-marketing/marketers-are-missing-the-point-of-gdpr-and-the-opportunity/
Marketers are keen to deliver better customer experiences, but it takes time and a smart strategy. Columnist Dayle Hall shares four things you can do to make it happen.
https://martechtoday.com/delivering-great-customer-experiences-doesnt-happen-overnight-206556/
