CMOs using mobile apps to drive customer loyalty: Report

New HP survey reports marketers are leveraging mobile apps but the majority believe they could be more customer friendly

CMOs across the Asia-Pacific region are leveraging mobile applications to improve loyalty but admit they need to do more to make them customer-friendly, a new report claims.

According to research commissioned by HP from Coleman Parkes Research, one in two CMOs believe technology’s role in delivering an enhanced user experience will increase in the future, while more than half claim to already deliver a very high-quality user experience leveraging latest technologies. Yet 67 per cent said they didn’t feel they are exploiting technology to the fullest in enhancing the user experience.

More than two-thirds of respondents use mobile applications to improve customer loyalty, but just over half admitted they could be more customer-friendly. Eighty-three per cent said they will need at least one user-experience mobile app in the next 12 months, and over half expected to require at least two in the next three years.

Only 27 per cent of companies have an in-house applications development team well-versed in user experience issues.

In addition, 63 per cent of those senior marketers surveyed also owned up to not delivering an acceptable level of customer satisfaction. The report also noted the ongoing lack of alignment between marketing and IT, with more than one third of respondents claiming their IT and marketing relationship with either ‘weak’ or ‘very weak’.

“While today’s CMOs recognise that applications are a key driver for customer acquisition, engagement and retention, most application portfolios were built to run an organisation, not differentiate it,” HP Enterprise Services senior director of applications services in Asia-Pacific and Japan, Anita Paul, said.

“Our research confirms that a majority of companies aren’t using the right application design solutions to help provide their customers the superb user experiences they seek.”

The HP report comprised of interviews with 400 global CMOs or their equivalent in February and March 2013. Of these, 75 per cent work for organisations with at least 1000 employees.

The regional research report was announced at the same time as HP rolled out its enhanced range of application transformation software and services solutions, which aim to provide an enterprise applications suite of integrated products that work with both cloud and internal IT environments.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in