Turbulence for the CMO: Charting a path for the seamless customer experience
Figure 2: Relevance means the most to consumers (%)
Long Term Impact
Highest to lowest Long term Impact on marketing strategy
Expect offers and interactions that are relevant*
Accuracy of the following statements in terms of customer expectations 65
69
Better customer service
62 67
72 75
More innovative products or unique product features
61 67
70 70
Value for their money
62 66
74 76
Expectations for product quality
61 67
72 74
61 56
Trustable company
69 67
60 59
Convenience to do business
56
Becoming price-sensitive
69 76
66
Purchase via mobile device*
47
Visit our stores but purchase online*
Accuracy
74 74
41
40
32
Accuracy of the following statements in terms of customer expectations
Long term Impact on marketing strategy
Trustable company
74 74
Value for their money
74 76
62 66
Expectations for product quality
72 74
61 67
Better customer service
72 75
62 67
More innovative products or unique product features
70 70
61 67 66
76
Convenience to do business
69 67
Expect offers and interactions that are relevant*
69
Purchase via mobile device*
2012 Very important (4) & extremely important (5)
56
69
Becoming price-sensitive
Visit our stores but purchase online*
61 56
60 59 65 47
41 32 2011 Very important (4) & extremely important (5)
40 * New item for 2012
5