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TPG ONE™: A New Approach to the Customer Journey

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TPG ONE: A New Approach to the Customer Journey Redesigning the Role of Marketing for the Customer Engagement Economy By Debbie Qaqish Chief Strategy Officer, The Pedowitz Group Executive Summary Customer experience is the new battlefield for B2B companies. Gartner predicts that by 2018, more than 50% of organizations will redirect their investments to customer experience innovations. Studies from Walker (a customer intelligence consulting firm) predict that customer experience will overtake price and product as the brand differentiator by 2020. Why? Because customer experience pays. Companies that pivot to a customer- centric approach see double-digit growth in customer retention, customer satisfaction and account expansion rates. Why Improve Customer Experience The top three reasons why businesses proactively manage and invest in customer experience are to: Addressing each of these reasons can positively impact bottom line revenue. IMPROVE CUSTOMER RETENTION 1 IMPROVE CUSTOMER SATISFACTION 2 INCREASE CROSS-SELLING AND UP-SELLING 3

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