2019年 isobar-创意体验：客户体验的演进升级（英文）【28页】.pdf.pdf

Creative Experience:The Evolution of CX 2Creative Experience: The Evolution of CXIt is a must-read for any marketer aspiring to deliver next-level customer experience. Brands today need to satisfy their customers in a beautiful way and having a creative experience approach to marketing is the first step to success.”This survey defines Creative Experience — how the intersection of data, creativity and technology will lead the future transformation of businesses and brands through experience.Jean Lin, Isobar Global CEO“IntroductionSpeed ReadKey Findings ExploredPractical Tools & Frameworks to drive Creative Experience Appendix03050611273Creative Experience: The Evolution of CXThe Experience Economy was born out of the rise of digital and technological advancements.Yet with Customer Experience becoming increasingly commoditised, investment in technology alone won’t ensure long term success for brands.CMOs are facing a new set of challenges that only a creative approach to experience can help solve.4Creative Experience: The Evolution of CXSavvy CMOs are increasingly investing in Customer Experience to meet consumer expectations. As the cost of digital continues to fall, the use of technology in a Customer Experience is leading to these critical brand moments becoming more homogenous. With so many potential touchpoints available to them, brands have focused on achieving brand consistency and reducing friction, but at what creative cost? We know there are many tools available to create great Customer experiences for brands; from technology platforms, to digital marketing software and AI-assistants. However in a world where brand experiences are becoming interchangeable, creativity and design is critical for differentiation and providing customer experiences that truly stand-out for consumers.CX: Today - Technology focusedCreative Experience is an evolution of CX to create distinct and connected experiences that create a place for brands to live in people’s lives. Creative Experience sits at the intersection of data, creativity & technology and delivers holistic, highly-crafted, customer-centric brand moments that provide utility around the consumer and their specific needs. These experiences are inspired by insights that use storytelling to resonate emotionally, whilst leveraging technology to unlock products and services that deliver value. Experience is the link between marketing communications and loyalty and CRM to build brand loyalty. We believe Creative Experience is also critically important to drive commerce, as the gap between brand inspiration and brand transaction has never been closer and consumers demand simplicity in experience. This survey provides us with concrete evidence that creativity a critical component of CX, and that Experience is the future of brand building and commerce.The new CX is Creative ExperienceTechnology is changing human behaviour - from how we work and play, how we travel, shop, spend our leisure time and engage with brands. It has permanently transformed our expectations, enabling us to work more efficiently and to live healthier, more socially-connected lives, rich with opportunities to shape who we are through what we buy. The digital economy has led to a rise in customer expectations, and concurrently, technology advances have triggered rapidly diminishing differences in product and service functionality. As a result, competition has peaked, and Customer Experience has become the only point of meaningful differentiation for brands.Customer Experience as every marketer’s battleground5Speed Read: CMO Survey FindingsMarketers are facing tough challenges including a rise in customer expectations, increased competition and an unprecedented speed of change. 46% CMOs said they ‘struggle to deliver on customer expectations today’, but it is ‘the pace of customer expectations’ that is really holding back 57% business.01Businesses are investing in creativity as a priority to transform customer experience, with 47% of CMOs specifically looking to ‘invest in creativity’ next year, and 85% believing that ‘creativity and big ideas’ are important to the future success of the business.02Consistency is the most important thing? ‘A product of service that delivers consistently’ was considered to be the most important thing in delivering a good experience. However, only 44% of consumers considered a ‘brands ability to deliver consistently’ was an important factor - brands need to determine what the right balance is.03Marketers are increasingly dissatisfied with their creative output - while 62% of CMOs said ‘creative ideas’ are an agencies’ most valuable asset. So creativity is an important opportunity to meet consumer expectations, deliver client needs and for agencies to thrive.04Marketers are playing a bigger role in business transformation with 80% due to expand their responsibilities to include ‘product and services’. But will their investments today help to build their tomorrow? Only 3...