The India MX Report 2020
Today, all products are conversations. Be it product-driven brands or service-driven brands, they are more and more differentiated by their experiences. Companies or brands that deliver memorable experiences to customers keep gaining market share and improve stickiness with their customers. When companies want to improve their CX scores,marketing experience scores play a pivotal rolein making better CX happen.
Marketing Experience (MX) is defined as an intuitive, connected, contextual and imaginative use of data, information, marketing assets, AI & ML, analytics algorithms, technologies across touchpoints to engage customers in a scalable, optimised and personalised manner. Marketing Experience (MX) is akin to running a relay race where the baton is exchanged smartly from point to point. It is important to convert one big idea into ingenious and thoughtful data-driven experiences across all touchpoints for a customer, as the firm gets to know more and more about the customer.
In this report, we explore the State of Marketing Experience – the current quality of marketing experience offered by industries in India, based on their marketing and advertising technology investments; and the relationship between these investments and the resulting customer experiences provided by leading organisations in India. The study includes evaluation of 100+ leading organisations in their respective industries. A total of 18 industries were covered in this study. Size of industry, online presence, size of customer base, customer-facing business priorities and importance were some of the decisive factors in identifying industries for this study.