Abbiamo parlato spesso del legame tra bottom-line e Customer Experience: Una ricerca sul customer engagement lo conferma ulteriormente.

Companies deemed “strong performers” (those that were the in the top third of the sample in terms of following best practices for customer engagement) reported better business metrics than those that did not, and 86% of strong performers in customer engagement saw an increase in the previous year’s revenue, according to a white paper released by customer engagement agency Rosetta.

What’s more, the research reveals that strong performers were 2.2 times more likely than others to have experienced an increase in market share in the past year.

Fielded by Rosetta Consulting, an industry-leading consulting practice specializing in uncovering human insights and intelligence to drive next-generation marketing strategies, the research examined marketers’ approaches to customer engagement, as well as the value that engagement delivered to the bottom line.

Here are some of the key takeaways from the white paper:

• 89% of strong performers say that success is driven by best-in-class customer experience vs. 32% of others
• Strong performers are 3.8 times more likely than others to say that they are able to identify where each customer is on the customer journey

• Strong performers are six times more likely than others to leverage real-time data to customize marketing efforts

• Strong performers are five times more likely than others to say that customer data is automatically analyzed and informs business decisions

“Delivering successful customer engagement is critical in today’s fast-paced, evolving marketing landscape,” Rosetta Consulting Managing Partner Jay Lichtenstein said in a release. “Our research shows that successful brands collect a tremendous amount of information about who their customers are and the drivers behind their behavior. They then use this intelligence to constantly refine strategies and tactics, creating the valuable, relevant brand experiences that customers crave.”

Rosetta Consulting polled 87 marketers and senior executives
across industries about their approach to customer engagement. Each company was assessed on a broad range of best practice areas, including culture, capabilities, data and insights, measurement, strategy and technology. Companies scoring in the top third of the sample were designated “strong performers.” Industries included healthcare, financial services, consumer goods, technology, retail, food and beverage, and hospitality.

Source: http://loyalty360.org/resources/article/new-study-customer-engagement-sparks-revenue-growth1