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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

Why it’s time to ditch the 4Ps and embrace the 4Cs of modern marketing purpose

There is a very simple and fascinating experiment you can conduct in your own organisation: Ask 10 of your colleagues to define ‘marketing’. I can guarantee 10 widely varying definitions.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Love the counter intuitive StubHub example!

Rishi Rawat

Yale University says you’re missing this marketing advantage

Read more

atch Every NFL game live streaming in HD TV go here >>>>fwcrussiatv .blogspot

Ethel Parkinson

Latest Hays jobs report show widespread gaps in marketing and digital skills

Read more

if you want to wach nfl nive steaming free go there >>>sportsliveinfo .com

Ethel Parkinson

Just over 2 weeks left to get those CMO50 submissions in!

Read more

we see that NFL has startedand it is really very enjoyable game. I have a simple andtrusted way ... here is the way..>>fwcrussiatv ...

Ethel Parkinson

Industry welcomes new integrated TV viewing database

Read more

Latest Podcast

More podcasts

Sign in