Customers want to be treated like humans and not numbers, according to a recent report from Salesforce, but only 54% of high-performing marketing teams lead customer experience initiatives
Most customers—84%—say that they want to be treated like humans and not a number, but only 54% of high-performing marketing teams lead customer experience initiatives, according to the fifth edition of Salesforce’s “State of Marketing” report.
The report, which surveyed more than 4,100 marketers, finds that 49% of marketing leaders believe that they provide an experience that’s aligned with what customers expect. Marketing leaders say that their No. 1 priority is “engaging with customers in real time,” but also responded that their No. 1 challenge is the same—”engaging with customers in real time.”
“High-performing organizations stand apart by embracing strategies that consider customers’ entire journeys, and therefore enable truly personalized engagement,” the Salesforce report says, adding that 56% of high-performing marketers are actively mapping the customer journey across the company. “These same high-performing marketers have managed, to a much greater degree than their competitors, to foster collaborative relationships across their organizations, effectively apply customer data and ultimately engage their customers and prospects in real time.”