The New Era of Marketing: Why Customer Experience is the Game Changer?
Stefan Gabriel Andrei
Associate Director, Customer Experience, Media & Brand @ Kantar | ex GfK | senior CX Expert | SaaS Sales & Business Development professional | Certified Trainer | Strategic Negotiations | AI passionate
Over the last decade, the landscape of business and consumer interaction has transformed dramatically, driven by advances in digital technology and the proliferation of online platforms. This shift has redefined how brands engage with their audiences, making Customer Experience (CX) the cornerstone of successful marketing strategies. Here’s why CX has become the new marketing and how it supports sales, backed by data and trends from the past ten years.
1. The Paradigm Shift from Traditional Marketing to CX
Traditionally, marketing relied on a bilateral communication model, where companies pushed out messaging and received feedback in return. The digital revolution flipped this on its head, creating a multilateral, networked environment. In today’s model, consumers interact not just with brands but with each other, influencing opinions and buying decisions.
In this interconnected ecosystem, CX has emerged as the primary determinant of customer loyalty, brand advocacy, and revenue growth. According to McKinsey & Company, 70% of buying experiences are based on how customers feel they are being treated—a powerful statistic that underscores why CX now takes center stage in any effective marketing strategy.
2. The Increasing Importance of CX in Sales and Marketing
CX is no longer just about customer retention; it shapes initial perceptions and builds long-term relationships that fuel sales. A 2020 report from Salesforce revealed that 84% of customers consider the experience a company provides as important as its products and services. This highlights that the new sales funnel doesn’t just start with marketing—it begins with experience.
Moreover, with the power of social media and review platforms, customer opinions are amplified more than ever before. A single positive or negative experience can influence countless potential customers through reviews, ratings, and social shares. This makes prioritizing CX not just a strategy but a necessity.
领英推荐
3. The Financial Implications of CX Excellence
The financial benefits of investing in CX are profound. Forrester found that brands with superior CX generate 5.7 times more revenue than those with poor CX. Kantar’s data reinforces this, indicating that brands delivering meaningfully different experiences are 2.5 times more likely to significantly increase their market share.
Ignoring CX can be costly. Qualtrics’ 2021 Experience Trends Report revealed that 52% of customers switched companies due to poor service. With data from Bain & Company showing that acquiring a new customer is up to five times more expensive than retaining an existing one, improving CX can lead to significant reductions in churn and increased profitability.
The Path Forward: CX as the Core of Business Strategy
It’s clear: investing in CX builds resilience, fosters loyalty, and drives sustainable growth. The future will see more integration of advanced technologies like AI and predictive analytics, enabling real-time responses to customer needs. However, companies that find the right balance between tech and human interaction will see the most success in building genuine, long-lasting relationships.
CX isn’t just a part of marketing—it is marketing. Brands that adapt and embed CX into their strategies will be better equipped to navigate the evolving business landscape and emerge stronger.
#CustomerExperience #MarketingStrategy #DigitalTransformation #CX #BusinessGrowth #CustomerCentricity #Leadership #Sales #Innovation
President @ SENSANALYSIS | Sensory Strategy Expert for CPG Products
4 个月Great ! Thanks for sharing ! We can confirm that the “push” strategy of manufacturers was never a good idea to deal with consumers. As only sensory is driving emotions we dare to say that we are - as sensory experts since 1984 - also emotion experts: CPG Consumers were in the past - too often disappointed with new launches where the high hopes triggered by magic marketing stories were not met by product performance. So consumers pushed back and created flops ( 95% p.a. Havard).Companies must take the challenge to deliver products which sensorially are conveying the marketing story by using sensory emotions to create an emotional bond . So treating consumers well by communication and by producing products they love is really a game changer and everybody is happy.