Drivers of customer experience (CX) success

The key drivers of customer experience success were examined in our recent research study: The State of Industrial Sales & Marketing – 2nd edition.

Commissioned by Industrial Ideas, conducted by Deakin University, and sponsored by Salesforce this study aimed to deep dive into customer experience drivers of success relating to industrial companies and markets.

3 key drivers of customer experience performance

The quantitative regression analysis identified the three key drivers of customer experience performance from the seven being tested.

We believe this provides evidence to industrial marketers that in 2021 these are the key actions to achieve customer experience success.

Managers need to ensure these are being achieved:

• ‘offering a consistent customer experience across all the channels’,
• ‘strong cross-functional support for CX’, and
• ‘having the talent and skills to deliver superior CX’.

It would appear having an appropriate culture where sales and marketing are not isolated from the rest of the organisation and winning the war on talent are major drivers of customer experience success.

The relationship between the other variables was not strong enough to provide statistical evidence.

Average Score of Responses

The following table summarises the overall responses in terms of providing a mean score.

While not showing a relationship to marketing performance in the way a regression analysis can, it describes where organisations are at, in terms of beliefs and actions.

It would appear respondents don’t seem to be giving strong support to a lot of the characteristics normally associated with customer experience performance. Whilst we believe digital engagement allows contact at scale they don’t believe the technology they currently use for customer experience is cutting-edge. There is not great variance in the responses with not a lot of high or low-performance characteristics.

These findings are based on 133 industrial sector respondents. They completed a 12-minute online survey hosted at Deakin University between July and September 2021.

We believe this is the first quantitative Australian study to examine contemporary industrial marketing practices and quantify their impact on performance. To learn more you can download: The State of Industrial Sales & Marketing 2nd edition.

If you’d like some help with your approach to B2B marketing, let’s chat.

Other Reading: With marketing research, you can set your brand apart

STATE OF INDUSTRIAL SALES & MARKETING RESEARCH REPORT

Focused purely on best practice marketing and sales effectiveness in the industrial sector in Australia, the State of Industrial Sales & Marketing Research Report (2nd edition) reveals key findings and insights to help improve your sales and marketing efforts. Download the Research Report to learn more about what drives industrial sales and marketing success in Australia.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.