What is the status quo regarding customer journey management (CJM) in German companies? We asked 188 experts and leaders from companies across all industries. The result: CJM is relevant but not yet a priority.
We asked across business units, industries and hierarchies to find out where companies are placing their CJM strategies and who should be responsible for them. Furthermore, we asked:
- whether buyer personas play a role in marketing content strategies
- how leads get distributed from marketing to sales
- which KPIs exist to measure successful strategies and budgets
Our main goal was to find out whether companies already focus on customer journey strategies, whether they prioritize CJM within the company and which steps they’ve already taken to establish a companywide customer-centric view.
Customer journey management: stuck in marketing
Even though 37% of all participants see a customer-centric business model as one of the top 5 topics in their company, it’s still stuck in the wrong business units. More than 50% of the interviewed companies place customer journey management within marketing, with only 22,7% prioritizing it as a responsibility for the top management.
For a topic that spans much more than marketing and needs to be rolled out across the whole company, these numbers show a lack of understanding as to the role customer journey management will play in the future. With changing customer behavior and expectations, it is not enough to present a satisfactory customer experience during the marketing related buying cycle only. Customers need a seamless and homogenous experience throughout all channels, lifecycle stages business units including sales and services.
ec4u study offers best practices
In our study, we focus on important aspects of a customer-centric company culture, amongst them KPIs, customer profiles, budgets and the management of new and existing customers. Additionally, we offer best practices on how to strengthen information management and communication across marketing, sales and services, how to determine and plan budgets in relations to success rates and how to create and implement customer- centric strategies and campaigns.
You can download the study here.
Or get an overview with our infographic: