TCS 2019 CMO Study: Innovating the Brand Experience through Digital Transformation

Support Report: Interacting Digitally to Become Invaluable Customer Advisers

Top 5 Insights

100%Awareness

stage

72%Conversion

stage

47%Retention

stage

37%Support

stage

What are CMOs doing following customers’ purchase?

1Active Marketers Use Company Websites and Email

as the Dominant Channels

Leaders Use Four Key Channels for Customer Assistance

@

97% Company websites and

email support centers

84%Retail outlets

and other �eld locations

68%Company pages on social media

@

65%Contact centers

Company social media pages 76% vs 59%

Company contact center68% vs 53%

Social media responsiveness 65% vs 50%

Company mobile apps59% vs 41%

3Most Marketers Use Multiple Data Sources

to Personalize Support but Are Missing Opportunities

of marketers who create personalizedcommunications use an average of 2.5 sources93%

of marketers do not create communications for customers in this stage 63%

Missed opportunity?

Less than 25% of marketers use:

Customers’ geo-location data from digital devices

Data from products they sell

Leaders vs. Followers

4B2B and B2C/B2B2C Companies Use

Di�erent Data to Personalize Support Communications

B2BB2C

Consumer-oriented (B2C/B2B2C) companies are more likely to customizecustomer support communications using richer data sources

use past buying behaviorwith the company

54% vs 46%$

43% vs 29%use customer social

media behavior use customer location data 26% vs 21%

Missed opportunity?

5 Leaders Prefer Useful Information to Special PricingWhen Personalizing Customer-Support Messages

Order-status information

76% vs 62%Useful product/service

information

88% vs 34%

Special o�ers30% vs 52%

Personalized graphic designof communications

15% vs 24%%

Only 8% of all marketers provide relevant videoseven though they o�er an easy support channel.Leaders Followersvs.

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