Interesting to read in Forbes that customer experience is anticipated to top both price and product features/attributes as the key brand differentiators next year.
No surprise there - and certainly mirrors candidate experience.
Research from HBR highlights that "..80% of employee turnover can be attributed to mistakes made during the hiring process...".
Not surprising when 34% of job seekers rate the recruitment experience as poor. And despite over 50% of employers reviewing their candidate experience within the past 12 months, only 11% rank it as excellent.
So what does that mean? With low candidate expectations and apathetic employers, there're huge opportunities to create competitive advantage through a more personalised and engaging experience.
Marketers have been using audience segmentation for more than a century to target audiences. In the past, segments were formed based on shared demographic and lifestyle characteristics. But to truly meet rising consumer expectations, marketers now have to narrow their targets, particularly with customer experience (CX) set to overtake price and product as key brand differentiators in 2020.