fbpx

The evolution of CX—communicators must now embrace a more infused Creative Experience

by | Sep 10, 2019 | Public Relations

Chief communicators are investing heavily in creativity to deliver better customer experiences that drive business growth. New research from global digital agency Isobar Global asserts that the customer experience has evolved into what now can be called a “Creative Experience”—using creativity to create distinct and connected experiences that create a place for brands to live in people’s lives.

The firm’s new study, Creative Experience: the evolution of CX,surveyed 1,000 CMOs and senior-level marketers on customer experience, and the results outline the three imperatives for superior CX—a “customer-centered business strategy,” an “innovative use of technology,” and “data analytics to personalize products and services,” with the marketers who do not embrace these capabilities being at risk of being left behind.

The evolution of CX—communicators must now embrace a more infused Creative Experience

“Experience is the only point of meaningful differentiation in brands,” said Ronald Ng, Isobar Global chief creative officer, in a news release. “[While] technology provides the infrastructure, it’s a creativity that enables customer experiences to have meaning.”

CMOs believe creativity is critical to transforming both customer experience and business overall

Eighty-five percent of CMOs said that creativity and big ideas that ‘build the brand and that make create an emotional connection’ are important to the future success of their business and 47 percent are investing in creativity next year.

The evolution of CX—communicators must now embrace a more infused Creative Experience

Other notable findings include:

  • 52 percent of CMOs ranked Creativity and Ideation as the most important elements of the success of their business today and 47 percent are investing in Creativity next year as a priority
  • 83 percent say that customer experience & commerce capabilities that are seamless and consistent across all channels is important to the future success of their business
  • 57 percent of CMOs say increased customer expectations are a barrier to Customer Experience Excellence
  • 64 percent of respondents said that good customer service means that the product or service delivers consistently
  • 74 percent of marketers are already using or anticipate using Voice technologies, and 64 percent are already using or expect to use AR and VR in the near future

“This survey is a must-read for any marketer aspiring to deliver next-level customer experiences,” said Jean Lin, Isobar Global CEO, in the release. “It defines Creative Experience—how the intersection of data, creativity & technology will lead the future transformation of businesses and brands through experience.”

The evolution of CX—communicators must now embrace a more infused Creative Experience

The report includes key findings and five tools CMOs to use immediately to transform the customer experience:

  • Developing a transformation strategy powered by creativity
  • Evaluating technology architecture to underpin experience success
  • Investing in commerce through a D2C platform strategy
  • Measuring Innovation to drive business results
  • Utilizing modern creativity to create experiences that resonate

Download the full report here.

The evolution of CX—communicators must now embrace a more infused Creative Experience

To give insight into the world of the marketer today and their view of the future, Isobar’s CX spoke to 1,000 CMOS or those in equivalent positions, from across ten markets: Australia, China, France, Germany, Italy, Japan, Russia, Spain, the United Kingdom and the United States. The firm worked with Kadence International to access our sample of CMOs and fieldwork was conducted in May 2019.

Daily PR Updates

Essential PR industry news, opinion, and analysis delivered to your inbox daily.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

RECENT ARTICLES

8 proven business models for metaverse companies

8 proven business models for metaverse companies

Through the years, trends in business have evolved following the global shift of processes to a more technologically-inclined setting. One of the biggest trends in business today is the metaverse, and it is gaining popularity and support for many reasons. One of the...

Strategies for generating media coverage with PR campaigns

Strategies for generating media coverage with PR campaigns

Companies that want to generate positive media coverage with their public relations campaigns need to focus on a few different strategies to be able to get the most out of those campaigns. Between developing relationships with the right journalists, distributing...