SOURCE: Kitewheel

Kitewheel

May 09, 2016 12:30 ET

Winning the Hearts and Minds of Customers: New Evidence That Brands Are Embracing the Customer Journey

Kitewheel Study Provides Insights Into Omni-channel Customer Journey Execution

BOSTON, MA--(Marketwired - May 9, 2016) -   Kitewheel, provider of the leading Customer Journey Hub for agencies and their brand clients, today released the "State of the Consumer Journey 2016 Report." The study of over one billion real-time, cross-sector brand and customer interactions captured by Kitewheel's Customer Journey Hub reveals that brands are increasingly adopting and investing in a diverse set of customer journeys across a broader range of touch points than ever before.

Mobile Apps -- the Channel to Watch in 2016

Today, brands and their agencies are placing increased emphasis on omni-channel marketing initiatives, particularly when it comes to managing the customer experience as part of ongoing, individual customer journeys. This is an important step forward from recent approaches which focus on the customer experience at individual touch points. The Kitewheel study examined customer interactions from real cross-channel journeys to provide insights into customers' overall experience. A year-over-year comparison of 2014 to 2015 data reveals that each channel's role in the customer journey is evolving:

  • Email is not dead. In fact, it has surged to 23 percent of total journey interactions, up 270 percent year-over-year.
  • Though the bulk of interaction volume occurs on social media (48 percent), the study found that as businesses expand to new channels as part of their customer journeys, social's overall share of interactions declined 23 percent year-over-year.
  • Mobile apps represent the fastest growing channel, with interactions increasing tenfold from 2014 to 2015. While the overall percentage of mobile app interactions is still small this channel holds great potential for brands in 2016, but will require a strong, real-time capability.
  • Despite claims to the contrary, web interactions continue to climb, reaching 20 percent of total interactions; this represents a 67 percent increase year-over-year.

"By placing a stronger emphasis on customer journey orchestration over the past year, brands have realized a wealth of new benefits, including increased awareness, engagement, conversion and retention," said Mark Smith, president, Kitewheel. "Our study shows that the sky's the limit when it comes to customer journey orchestration -- best practices will continue to emerge, allowing brands to incorporate more touch points into their omni-channel strategy and deliver the experiences consumers expect."

Early Adopters and Sector Trends
When it comes to coordinating modern-day customer journeys, retailers are leading the way, orchestrating 50 percent of the total journey interactions tracked in 2015. Meanwhile, travel and healthcare companies are also investing heavily at 15 percent and 12 percent respectively. These sectors are engaging customers across a broad array of channels and producing the highest volumes of interactions. The retail industry also depicts how, over time, brands may expand from approaches that focus on a single channel such as social, to more comprehensive journey approaches that also include web, email and in-store touch points. The travel industry -- one of the first industries to widely embrace customer journeys -- continues to grow in interaction volume, primarily by incorporating additional channels into the journey for their best customers. Finally, the insurance sector surged, quadrupling interaction volumes year-over-year. The adoption and expansion of customer journeys among a more traditional industry such as travel signifies the pervasiveness and success of the strategy.

Two of Kitewheel's marketing agency partners have commented on the report and the importance of the customer journey that Kitewheel delivers:

"The new report from Kitewheel validates the importance of customer journeys in today's marketing landscape," said Kelly Jo Sands, SVP, Marketing Technology, Ansira. "As brands fight it out to secure customer loyalty, customer journeys will be key to a winning omni-channel strategy."

"At GroupM we are aiming to deliver superior customer experiences across all costumer touch points. Kitewheel provides the platform for the seamless integration of disperse sets of platforms and technologies and real-time decisions, which in turn delivers the right message at the right time to the right customer," said Kresten Bach Søndergaard, Business Development Director, GroupM.

For an in-depth look at the 2016 study, please download the free report here.

Methodology
As a leader in customer journey management, Kitewheel analyzed and compared more than one billion brand and customer interactions from its successful delivery of customer journeys for clients worldwide. Data from 2014 and 2015 was then analyzed in depth across a range of industries -- Retail, Automotive, Travel, Healthcare, Education and Insurance -- to provide insights into the actual journey executions in today's evolving customer journey market.

About Kitewheel
Kitewheel enables agencies and brands to plan, execute and optimize intelligent customer journeys. Kitewheel's Customer Journey Hub unifies the decisions across all systems and touch points -- both physical and digital -- enabling systems to work together to drive meaningful interactions with customers and increased ROI.

Kitewheel has more than 25 of the world's leading marketing agencies as active partners, including the top five agency groups including Omnicom, WPP, Publicis and Havas, and was named a Gartner Cool Vendor in 2014 and included in the 2016 Gartner Magic Quadrant for Digital Marketing Hubs. Kitewheel serves its global partner base from offices in Boston, New York City and London. For more information, please visit www.kitewheel.com and follow Kitewheel on Twitter and LinkedIn.

Contact Information

  • Media Contact:
    Sofia Coon
    Scratch Marketing + Media for Kitewheel
    Email Contact
    (617) 945-0708