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TCS 2019 CMO Study: Innovating the Brand Experience through Digital Transformation
Support Report: Interacting Digitally to Become Invaluable Customer Advisers
Top 5 Insights
100%Awareness
stage
72%Conversion
stage
47%Retention
stage
37%Support
stage
What are CMOs doing following customers’ purchase?
1Active Marketers Use Company Websites and Email
as the Dominant Channels
Leaders Use Four Key Channels for Customer Assistance
@
97% Company websites and
email support centers
84%Retail outlets
and other �eld locations
68%Company pages on social media
@
65%Contact centers
Company social media pages 76% vs 59%
Company contact center68% vs 53%
Social media responsiveness 65% vs 50%
Company mobile apps59% vs 41%
3Most Marketers Use Multiple Data Sources
to Personalize Support but Are Missing Opportunities
of marketers who create personalizedcommunications use an average of 2.5 sources93%
of marketers do not create communications for customers in this stage 63%
Missed opportunity?
Less than 25% of marketers use:
Customers’ geo-location data from digital devices
Data from products they sell
Leaders vs. Followers
4B2B and B2C/B2B2C Companies Use
Di�erent Data to Personalize Support Communications
B2BB2C
Consumer-oriented (B2C/B2B2C) companies are more likely to customizecustomer support communications using richer data sources
use past buying behaviorwith the company
54% vs 46%$
43% vs 29%use customer social
media behavior use customer location data 26% vs 21%
Missed opportunity?
5 Leaders Prefer Useful Information to Special PricingWhen Personalizing Customer-Support Messages
Order-status information
76% vs 62%Useful product/service
information
88% vs 34%
Special o�ers30% vs 52%
Personalized graphic designof communications
15% vs 24%%
Only 8% of all marketers provide relevant videoseven though they o�er an easy support channel.Leaders Followersvs.
A W A R E N E S S
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S U P P OR T
vs.
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onsultancy Services Limited
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