Customer Experience Is the Ultimate
Measure of Churn
How successful are businesses in reducing churn when customer experiences don’t match customer expectations?
The average customer churn rate is
of Australian respondents admit to the need to implement customer feedback to improve the service and experience they offer.
6 in 10 of all respondents say their churn rate has increased in the last 12 months.
acknowledge that they cannot rationalise, track, quantify, or prevent churn.
of sales and marketing leaders in Australia believe their customers leave because they lack steady communication and relevant messaging.
To succeed, organisations must use a more customer-centric sales process and leverage technologies like CRM to optimise and personalise engagement throughout the entire customer journey.
How CRM Fuels the Customer Experience
Many customer relationship management solutions fail to deliver on their promise to provide a complete customer view, leading to wasted money and lost opportunities.
of Australian respondents say their biggest frustration with CRM is being either too complex, not intuitive or user friendly or cannot be customised.
of Australian sales and marketing leaders believe their current CRM is wasting money.
of the global respondents in our survey say a unified customer view is critical to delivering an optimal customer experience.
of global respondents feel they are missing data to improve their marketing campaigns and sales pipeline.
A shared CRM data platform that connects every stakeholder with a complete customer view is the foundation for creating a high-definition customer experience, or HD-CX.
Orchestrating Organisational Alignment
Aligning sales, marketing, and service teams is no easy feat, especially when each group works with different datasets, playbooks, and definitions of success.
0% of global sales leads
generated by marketing are deemed to be either poorly qualified or underqualified.
of Australian sales and marketing leaders agree that sales and marketing misalignment prevents their organisation from growing their business.
of global respondents cite unintegrated systems or different technology platforms for misaligned sales and marketing efforts.
of sales leads are never followed up on, either from lack of confidence in their quality or a lack of ownership according to global respondents.
A unified CRM allows sales, marketing, and service teams to personalise outreach and better track deals, engagement, and customer needs.
The Growing Role of Al in Sales and Marketing
Reliance on artificial intelligence (AI) has increased across sales and marketing, as there is a clear notion that it can directly impact revenue.
of respondents in Australia say their organisation’s sales team uses AI to enhance one or more business processes.
0% say they
expect to increase their use of AI technology over the next 24 months to augment their existing processes.
The future of customer experience is based on data-driven, predictive systems to better understand what customers want and to predict what they need.