Salesforce recently published a report that provides several interesting insights on the attitudes, strategies, and practices of marketers in the consumer products and retail sectors. Leading the Customer Experience in the Consumer Products and Retail Sector is based on a global survey of nearly 600 consumer products and retail marketing leaders.
When presenting the survey results, Salesforce segmented the data based on how satisfied the respondents were with the current outcomes realized as a direct result of their company’s marketing investment.
- High-performing marketers (17% of all respondents) were “extremely satisfied”
- Moderate-performing marketers (71%) were “very or moderately satisfied”
- Underperforming marketers (12%) were “slightly or not at all satisfied”
While this approach to segmenting survey data is obviously subjective, it does provide an interesting way to compare respondents’ views on specific topics.
Like other recent research, the Salesforce survey shows that successful marketers are taking the lead in managing the customer experience. Sixty-three percent of high-performing marketers strongly agreed that they are leading customer experience initiatives across the business, compared to 19% of moderate-performing marketers, and only 8% of underperformers.
Salesforce also found that high-performing marketers recognize the importance of agility in staying ahead of customer expectations. Sixty-eight percent of high performers rated their marketing agility as excellent, compared to 14% of moderate-performing marketers, and only 1% of underperformers.
When it comes to specific capabilities, the Salesforce study found a strong correlation between performance and both internal collaboration and the ability to deliver personalized omnichannel customer experiences.
- Sixty percent of high-performing marketers said they excel at collaboration with other business units, compared to 15% of moderate performers, and only 3% of underperformers.
- Sixty-one percent of high-performing marketers said they excel at creating personalized omnichannel experiences, compared to 14% of moderate-performing marketers, and only 3% of underperformers.
The Salesforce report described the challenge for consumer products and retail marketers in clear terms: “To be successful in the age of the connected customer, consumer products and retail marketers must put the customer at the center of every interaction. They must consider the moments that matter most — every touchpoint along the customer journey — and apply the technology and tools that make it easy to deliver personalized customer experiences that meet every shopper’s unique needs and preferences.”