8 September 2019

Research Reveals CX Evolution as a Creative Experience

1 Today Isobar published a global survey of 1,000 CMOs and senior Customer Experience marketers called “Creative Experience: The Evolution of CX.”

The results demonstrate how CMOs are investing heavily in creativity to deliver better customer experiences. driving business growth. Download the report from Isobar.com to learn more.

Research suggests that Creative Experience is an evolution of Customer Experience - the use of creativity to design distinct and connected experiences that create a place for brands in people's lives. The report describes the three elements needed for a better CX: 'a customer-centric business strategy', 'innovative use of technology' and 'data analytics to customize products and services', and how non-marketers adopt they risk being left behind.

Jean Lin, Isobar's global CEO, said: “This survey is a must read for any marketer who wants to deliver better customer experiences. It defines the Creative Experience - how the intersection of data, creativity and technology will drive the future transformation of companies and brands through experiences. ”The results show how CMOs believe that Creativity is essential to transforming both the customer experience and the overall business. 85% of CMOs said creativity and big ideas that build the brand and create an emotional connection are important to the future success of their business and 47% will invest in creativity next year.

Ronald Ng, Isobar Global CCO explained: “Experience is the only expressive differentiation point for brands. While technology provides the infrastructure, it's Creativity that makes customer experiences meaningful. ”Among the most important discoveries are:
85% of CMOs said creativity and big ideas that build the brand and create an emotional connection are important to the future success of their business;

52% of CMOs rated Creativity and Design as the most important elements for their companies' success today and 47% will prioritize creativity investment next year;

83% say Customer Experience and Commerce skills that are flawless and consistent across all channels are important to the future success of their business;

57% of CMOs say rising customer expectations are a barrier to Customer Experience Excellence;

64% of respondents said good customer service means that the product or service consistently meets expectations;

74% of marketers are already using or planning to use voice technologies and 64% are already using or expecting to use AR and VR in the near future.

The report includes findings and five key tools that CMOs should use right away to transform the customer experience:
Development of a transformation strategy driven by creativity

Technology Architecture Assessment to Support Experiment Success

Trade investment through a strategy for D2C platform

Measuring Innovation to Boost Business Results

Using Modern Creativity to Create Experiences That Are Revelenet

Isobar's CX research called ‘Creative Experience: The Evolution of CX’ includes contributions from experts from Isobar's global network of 45 markets.

About the report:
To better understand today's marketers' world and their vision for the future, Isobar's CX Survey (a custom section in the Dentsu Aegis Network CMO survey - download here) talked to 1,000 CMOs or those equivalent in ten different markets: Australia, China, France, Germany, Italy, Japan, Russia, Spain, the United Kingdom and the United States. We worked with Kadence International to access our sample CMOs and field work was done in May 2019.Respondents represent a wide range of company sizes. One-fifth of companies have annual revenues below $ 250,000, while a similar proportion have revenues over $ 500 million. Participants were selected from a range of industries. The most representative sectors are Technology, Retail, Food & Beverage, and Finance & Insurance.