1. 21/04/2017
“The effect of customer experience on your business” and the Yearly
Marketing Survey 2017 results
Customer experience,
a competitive advantage?

2. “Nothing becomes real
until it is experienced”
– John Keats

3. Pulling customers through the funnel is not answering
customers’ expectations
3
Most companies used to create campaigns aimed
at a lot of prospects and customers. They tried to
“pull their customers through the funnel” while
their campaign was actually targeting a specific
type of customer. Hence, conversion rate was low.
This kind of campaign could result in a negative
experience as they are not directly answering their
customers’ expectations.
“People don’t forget how you make
them feel”
– Mathieu Dhondt, business consultant at The
Reference
* Source: Mathieu Dhondt – Business consultant at The Reference, Conference “The effects of Customer
Experience on your business” hosted by The Reference and Sitecore, in collaboration with Microsoft, 21/04/2017 *

4. Marketing leaders believe competing on customer
experience is important
4
According to the 2017 Yearly Marketing Survey
conducted by The House of Marketing, 95.5% of
Belgian marketers agree that strong brands
deliver consistent customer experiences.
The belief in the importance of customer
experience has grown over recent years, which
means that building brands happens primarily by
offering the right customer experience.

5. However, there is a gap between expectations and
experience
5
To meet customers’ expectations, companies
should personalize their messages based on
how and when customers want to hear them.
The content, the offers, etc. should be
personalized for each customer.
However, the 2017 Yearly Marketing Survey
reveals that only 20% of Belgian marketers
believe their company offers a seamless
online and offline customer experience.

6. The digital transformation of marketing through the 5 brand
commerce* maturity levels
6
Product focused
Long Term
customer
relationship
Single-channel
tactics
Omni-channel
journeys
Disconnected
customer data
360° customer data
connected
Old marketing tools
Connected
Marketing and Sales
platforms
Top-down organization
Marketing, Sales & IT
teams are strongly
working together
TraditionalDigital
Source: Tim Nagels – CMO lead at Microsoft, Conference “The effects of Customer Experience on your business” , 21/04/2017
*Making every touchpoint transactionable

7. The 2017 Yearly Marketing Survey identified the level of
maturity of the Belgian market
7
53% of Belgian
companies claim to
have a very
customer centric
company
Only 8% of
companies offer an
omni-channel
experience
Only 27% of
companies claim
they integrate their
data in one single
platform
Today, Belgian
marketers are using
technical
superpowers for
basic marketing
tasks; 63% use e-
mailing marketing
60% of companies
have a classical top-
down organization.
Silo-thinking is an
important barrier to
become customer-
centric

8. Leaders in customer experience grow their average revenue
faster than laggards
8
17%
3%
Compound average revenue growth, 2010 to 2015
Leaders Laggards
Source: June 21, 2016, “Customer Experience Drivers Revenue Growth, 2016”, Forrester report
forrester/.com/cxindex
Source: Mathieu Dhondt – Business consultant at The Reference, Conference “The effects of Customer Experience on your business” hosted by The
Reference and Sitecore, in collaboration with Microsoft, 21/04/2017
“Your most unhappy customers
are your greatest source of
learning” – Bill Gates

9. Customer experience is a competitive advantage – OZ
example
9
• Personalized banners
• Content-based website
• Use of browsing behaviour
through the CRM system
• Ability to contact new leads
(e.g. asking their
information details)
• Customers get more relevant
information and content on
the website
• Customers receive adapted
services that meet their
needs
• Self service
• Advisers are more available
for specialized services
• Doubled the monthly visits on
the website
• More new leads
• 24-7 access to the services
and information
• Personalized info for all
customers and prospects
• More self-service for the
customers so that the
advisers can focus on helping
the customers with
specialized services
• Increased brand awareness
and visibility of OZ services
OZ created a personalized content
website
Customer experience Results
Source: Sophie Meert –Digital Marketeer OZ, Conference “The effects of Customer Experience on your business” hosted by The Reference and Sitecore, in collaboration with
Microsoft, 21/04/2017

10. Customer experience is a competitive advantage – xFinity
example
10
• Targeted offer
• Know visitors’ location
 Specific offers according
to location
• All of their stores are
becoming more customer
friendly and interactive
• Customers get adapted
offers according to their
needs, location, etc.
• Adapted/easier website
usage
• Try new products in-store;
more attractive
• 30% uplift in sales
• Increase of 25% in terms of
qualified leads
• Decrease of 14% of
customers’ calls; which
means the products are
more reliable and easier to
understand.
xFinity created a personalized website Customer experience Results
Source: Jannik Devantier – Senior Digital Experience Specialist at Sitecore, Conference “The effects of Customer Experience on your business” hosted by The Reference
and Sitecore, in collaboration with Microsoft, 21/04/2017

11. Customer experience is a competitive advantage – Nutricia
example
11
• Create profiles
• Adapt the content of the
website according to the
evolution of
pregnancy/baby
• Online and offline
experience
• Magic mirror, mobile app,
responsive website, vending
machine, events, etc.
• Customers get the right
information at the right
time
• Customers have a follow-up
during all steps of
pregnancy/ the baby’s life
• Information is available on
different platforms
Nutricia rethought the entire
customer experience
Customer experience Results
Source: Jannik Devantier – Senior Digital Experience Specialist at Sitecore, Conference “The effects of Customer Experience on your business” hosted by The Reference
and Sitecore, in collaboration with Microsoft, 21/04/2017

12. Experience is the result of data and technology usage but
also of a customer-centered view and an interdisciplinary
team
12
Data-driven strategy
Analyze your data to use it as the basis for your
strategic decisions concerning your customer
experience
Interdisciplinary teams
Have Sales, Marketing and IT work together and
use connected platforms
Marketing technology engagement
Use the full potential of your marketing tools, not
only for basic marketing tasks
Customer focused view
Fill the gap between expectations and experience,
understand your customers

13. Want to know more?
Discover our Yearly Marketing Survey:
www.thehouseofmarketing.be/yms17

14. Charlotte Marin
Junior Consultant
charlotte.marin@thom.eu