{"id":6635,"date":"2024-02-27T19:36:24","date_gmt":"2024-02-27T19:36:24","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/only-6-of-global-marketers-apply-customer-insights-to-product-and-brand\/"},"modified":"2024-02-27T19:36:24","modified_gmt":"2024-02-27T19:36:24","slug":"only-6-of-global-marketers-apply-customer-insights-to-product-and-brand","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/only-6-of-global-marketers-apply-customer-insights-to-product-and-brand\/","title":{"rendered":"Only 6% of global marketers apply customer insights to product and brand"},"content":{"rendered":"


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While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze\u2019s 2024 Customer Engagement Review. What\u2019s worse, only 6% apply customer insights to their product and brand approach.<\/p>\n

\u201cAt the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,\u201d Mariam Asmar, VP of strategic consulting, told MarTech. \u201cAnd while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don\u2019t. Cross-channel doesn\u2019t exist because there are still all these silos. But the customer doesn\u2019t care about your silos. The customer doesn\u2019t see silos. They see a brand.\u201d<\/p>\n

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%) ; or primarily relying on single-channel solutions (17%).\u00a0 Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.<\/p>\n

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The persistence of silos<\/h2>\n

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.<\/p>\n

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Source: Braze 2024 Global Customer Engagement Review<\/em><\/figcaption><\/figure>\n<\/div>\n

\u201cWhy are we still talking about this?\u201d she said to MarTech. \u201cOne of the themes I see in the report is we\u2019re still getting caught up on some of the same stumbling blocks as before.\u201d<\/p>\n

She said silos are indicative of teams working on different goals and \u201cthe only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.\u201d<\/p>\n

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:<\/p>\n