isobar-创意体验：客户体验的演进升级（英文）-2019.9-28页_3mb

Creative Experience: Summary

Core Content

This document explores the concept of Creative Experience as a new paradigm for customer experience (CX) in the digital age. It highlights how the intersection of data, creativity, and technology is reshaping the future of business and brand building. The focus is on delivering distinctive, connected, and customer-centric brand moments that go beyond traditional CX approaches and foster brand loyalty and commerce growth.

Main Viewpoints

• Customer Experience is the last meaningful differentiator for brands in an increasingly commoditised market.
• Creativity and design are critical for creating standout customer experiences in a world where functionality is becoming homogenised.
• Marketers are facing challenges such as rising customer expectations, increased competition, and a lack of long-term investment in innovation.
• There is a responsibility gap for CX, with CMOs often not having the full authority to lead customer experience initiatives.
• Technology and data are essential to support CX, but without creativity, they may not be enough to drive transformation.
• Investment in creativity is growing, with 47% of CMOs planning to increase it next year, while only 37% are investing in innovation for CX.

Key Findings

• 46% of CMOs struggle to deliver on customer expectations today, and 57% are held back by the pace of change in customer expectations.
• 85% of CMOs believe that creativity and big ideas are important for future business success.
• Consistency is often prioritised by marketers, but only 44% of consumers consider it a key factor in building trust.
• Only 37% of CMOs plan to invest in innovation to improve customer experiences.
• 40% of CMOs admit they are average or below average in delivering seamless and consistent customer experiences.
• Headless Commerce and conversational platforms are becoming more popular for improving platform agility and customer engagement.
• 62% of marketers believe that agencies' creative capabilities will be a key differentiator in the future.

Practical Tools & Frameworks

The document outlines five key focus areas for CMOs to drive superior customer experiences:

1. Developing a Transformational Strategy powered by creativity

   • Start with the customer journey and brand purpose.
   • Reimagine the core of the business to meet unmet customer needs.
   • A 3-phase approach: crafting brand purpose, transforming the value chain, and creating enablers within the business.

2. Evaluating Technology architecture to underpin experience success

   • Understand the current state of digital maturity.
   • Define a future state for all engagement channels.
   • Create a technology roadmap that aligns with desired maturity and measurable impact.
   • Define a data framework for managing data at rest and in motion.
   • Plan for key organisational changes and process improvements.

3. Investing in Commerce through a Direct-to-Consumer platform strategy

   • DTC platforms provide owned data and enable 1-1 personalisation.
   • They offer a 360-degree view of the customer and support agility and speed in delivering commerce experiences.
   • Considerations for DTC blueprint development include brand insights, market focus, journey mapping, and technology evaluation.

4. Measuring Innovation to increase investment and drive business results

   • Innovation is often seen as a long-term investment.
   • Marketers are expected to take more responsibility for product and service innovation.
   • Measuring the impact of innovation is key to increasing investment and achieving business outcomes.

5. Utilising Modern Creativity to create Experiences that resonate

   • Creativity is vital for emotional connection and brand differentiation.
   • Agencies play a crucial role in developing creative ideas and campaigns.
   • Brands need to invest in storytelling, emotional resonance, and personalised experiences.

Conclusion

Creative Experience represents a strategic evolution of traditional CX, focusing on differentiation, emotional resonance, and long-term brand value. It requires a balance of data-driven insights, technological capabilities, and creative execution. The document also highlights the need for organisational alignment, investment in innovation, and the importance of DTC platforms in the future of commerce and customer experience.