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

Latest Videos

More Videos

Modernization on marketing to promote products and business is really a big leap especially the age of social media. Thanks for sharing s...

Brayden Manchee

How National Tiles used digital personalisation to deliver 15 per cent of revenue online

Read more

Great write-up. I wrote an article about ASMR as well and the top ASMRtists:https://medium.com/illumina...

Dexx Mason

ASMR: Flash in the marketing pan, or something more?

Read more

Nice to be visiting your blog once more, it has been months for me. best mp3 converter

Yolanda R. Skillman

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

Typically I visit your web journals and get refreshed through the data you incorporate yet the present blog would be the most obvious bes...

Yolanda R. Skillman

What automated design is going to do to 3D printing and product customisation

Read more

I am overpowered by your post with such a decent theme. best mp3 converter

Yolanda R. Skillman

Report: Accountability key to marketing's influence in business

Read more

Blog Posts

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Brands with internal customer insights capability will survive and even thrive

According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.

Pip Stocks

CEO of BrandHook and founder of Hearsay

Sign in