Our Top Takeaways from Adobe’s 2018 Digital Trends Report 2018 – Part One
Property Republic’s Key Takeaway:
Ensuring that the customer experience is at the forefront of every strategy within each department of a business is essential for success.
Earlier this year, Adobe and Econsultancy released the Digital Intelligence Briefing: 2018 Digital Trends report, which delivers insights to digital marketing behaviours around the globe.
The report provides extremely useful information behind the professional behavioural patterns of top-performing organisations, alluding to ways we can improve and enhance our marketing strategies.
Here is the first instalment of our report summary, discussing the role of customer experience as an important differentiating factor:
“Companies get quantifiable uplift from customer-centric approach.”
Ultimately, a cross-team approach to customer experience means employees across all departments of an organisation are motivated and encouraged to adopt a collaborative approach to implement great experiences for customers.
The report shows that optimisation of the customer experience is the biggest priority for businesses in 2018, with 19% of respondents saying that this is the most exciting opportunity for their organisation and clients.
Property Republic passionately advocates for the importance of customer experience as a key differentiator between businesses. Just as the graph above indicates that optimising the customer journey was deemed the most exciting opportunity for organisations, we too are excited for the potential for further emphasis to be given to the customer journey.
The report also emphasises the significant value of adopting a customer-centric approach:
Organisations with ‘a cohesive plan, long-term view and executive support for the future of their customer’ are more than twice as likely as their peers to significantly outperform their competitors (27% vs. 13%).
The impact of cultural environment on success was also demonstrated. Businesses who claim to adopt a ‘cross-team approach with the customer at the heart of all initiatives’ are almost twice as likely to exceed business goals by a significant margin (20% vs. 11%) than those who do not.
Perhaps our most favourite quote of the report is this:
“While marketers can play a key role in leading the CX charge, the ability to delight customers transcends the marketing function.”
It implies that customer satisfaction can only be fully achieved if every department, team and employer of a business places the customer at the forefront of each tactic. Maintaining a customer focus at every facet of the organisation is a strategy that Property Republic greatly endorses.
As property marketers, we strive to ensure all our clients adopt a cross-team approach to customer experience, to ensure it is the customer – not the sale – that is at the core of every initiative.
While the report communicates trends occurring largely in retail industries, we are dedicated to ensuring similar customer-centric patterns and strategies carry over into the property industry – the industry that should perhaps place the greatest prominence on ensuring customer satisfaction.