2020 has been a roller coaster ride for marketers. The COVID-19 pandemic altered the way B2B and B2C customers seek to engage, and brands had to adapt quickly to keep up: identifying new ways to deliver services, meeting the demand of new audiences, and connecting emotionally with customers in an unprecedented way.
For some it was more difficult than for others, depending on their customer analytics skills or digital readiness. The pandemic forced all marketing activities to be, by default, digital.
SAS has launched a free digital tool to help companies develop an action plan to create memorable and personalized customer experiences in real time Click to enter
In response to this situation, SAS has launched Marketing Confidence Quotient (MCQ), a digital tool to help brands identify the maturity of their marketing capabilities and analytics in five competencies: strategy, organization and structure, technology, process and measurement, and development of an action plan with which to reimagine marketing.
“We are living a stage where the customer experience has acquired more value and importance than ever, and in this sense, brands must strengthen the links that unite them with their customers”, says Jorge Zafra, Marketing Director at SAS Iberia. “We launched the MCQ tool to address this need, enabling marketers to develop a plan to create personalized, real-time customer experiences. With the evaluation offered by MCQ, brands will be able to increase their profitability, streamline operations and foster lasting loyalty “.
Unfortunately, many brands have found that they do not have the digital marketing skills and capabilities to quickly adapt their marketing strategy. From collecting and analyzing customer data to the technology available to act on it, both the challenge and the opportunity have never been greater.
The clash between rising customer expectations and evolving marketing requirements has pushed organizations from supporting traditional channel-driven capabilities to instead serving the entire customer journey, which has created more complexity in the whole process.
Marketing Confidence Quotient Assessment
At the end of the 10-minute assessment conducted by the MCQ digital tool, survey respondents will receive an overall customer analytics maturity score, as well as individual competency scores for the main topics and how they rank compared to others in your industry and company size. This information will help them identify your strengths and weaknesses in four key marketing areas:
-Digital client
In 2020, the average consumer has become much more digital; even traditionally lagging generations have begun to dominate the online world. Customers expect what has been called “relevance as a service”, an increasingly personalized, immediate, engaging and authentic experience.
-Digital confidence
Consumers continue to have high expectations for the privacy of their data in the online environment. Protecting your information is not only necessary, it is a competitive advantage. To build a truly trustworthy brand, the companies of the future must rethink ways to be transparent and accountable.
-Digital loyalty
The brands that succeed in the next decade will be the ones that become loyalty companies. This means offering personalized and consistent services, features and values throughout the entire customer cycle, not just in a loyalty program.
-Agility and automation
To be competitive, companies must embrace agility and use automation to address customer needs to accelerate decision making, reduce risk, and enable their engagement in real time. The most advanced brands are “industrializing” analytics and decision making in real time with high levels of automation in the production and recalibration of models.
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