Is the management making employees work too hard? until affecting the physical and mental health of workers around the world Until there are many new work-related diseases, Accenture Interactive under the topic “The Great Marketing Declutter” or the phenomenon of reducing the clutter in marketing that focuses on the blackout in the work of workers around the world.
The survey found that during the past year Nearly 70% of global marketing executives make their employees work hard. This is consistent with the rising statistics of burnout among workers worldwide. And also expect the adjustment of the management as well. From collecting data among marketers, about 17% of more than 1,000 marketing executives revealed that in the past 18 months. Their organization thrives in a changing environment. uncertainty and the complexity of various factors. Define this group of people as “thrivers” because the majority of employees (86%) in these organizations Full of energy and a new perspective on motivated customer service that can change quickly.
The “conqueror” tackles the marketing clutter to manage complex factors, with 59% agreeing their marketing business is stronger than last year. Because of the pressure to rethink all marketing perspectives, the “conqueror” is dedicated to customer motivation. that change and develop rapidly It has to figure out how to serve customers in a smarter and better way. They only care about what is important. and let go of the unimportant The systems that still had to exist were reorganized. As a result, they discover a deeper meaning in their work. This is very important in meeting the needs of business and customers. as well as retaining and attracting new employees at the same time.
this report The remaining respondents were divided into two groups. According to customer relationship characteristics, 66% of the group of executives surveyed were “Strivers.” There is about a certain freedom to meet the needs of customers. but also limited perception of customer change. Another group is “Survivors” with 17%, which is the group that has been exhausted. and does not follow the flow of customer changes think that the change Happened only for a short time
“Conqueror” cuts the chaos Conquer victory better than “survivor”
This research found that the “conqueror” has aligned its marketing business with three key principles: aligning with the (company’s) intent, helping customers. and improving the way the organization’s marketing works. The study also shows that “conquerors” play a leading role in both thought and practice. which can be summarized into 5 approaches
- Familiarize yourself with your customers: We have to admit that the customers they used to know. That has changed. The “conqueror” has thrown away the old beliefs about customer preferences. and knowing that the assumptions may no longer be appropriate. They need to listen to their customers and reorganize their marketing. Taking into account the customer at that time is important. And use customer satisfaction as the most important measure of success.
- Finding the Difference Together: “Conquerors” know that in order to provide a differentiated customer experience, must rely on unity and cooperation. More important to business decisions in relation to customer experience than 60% of the “survivor” group, the “conqueror” recognizes the need to integrate all systems. Whether it’s product development, sales, service and marketing, the potential to make a difference is possible.
- Stay up to date with change: The vast majority of “conquerors” (up to 91%) believe that customer behavior is changing faster than ever. Key themes, content and related experiences that can relate to the needs of customers in real time. In addition, the “conqueror” is more likely to increase investment to speed up the market than the “survivor” by almost 50% (95% compared to with 65%)
- Find out what people don’t want to do: Marketing ecosystems are becoming more and more complex as touchpoints with consumers, technology, regulatory issues, and partnerships expand rapidly. ” Overcome complexity by automating workflows. and upgrading the operating system to an industrial style, the “conqueror” is likely to invest more to improve how it works with ecosystem partners. Compared to “survivors” (91% vs 56%), even thinking about cutting out the work that was nearing completion. To arm the marketing business to have an advantage Ready for future success
- Be true to what it stands for: “Conqueror” owns the spirit of the brand. truly reach and understand customers Connect and deliver what customers value. They see that the value that customers hold has changed five times more than ‘survivor’, with the epidemic being a driving factor. Opportunity to rethink the role of marketing and adjust the spirit of the brand accordingly
Source: Accenture Interactive
