TECH SUPPLIER Sep 2021 - IDC Survey Spotlight - Doc # US47141821

The Critical Tie of Employee Experience to a Trusted Customer Experience

By: Laurie BuczekResearch Vice President, CMO Advisory Practice

Abstract

This IDC Survey Spotlight explores the increasing merit that B2B tech buyers place in brand's treatment of their employees in influencing their confidence and trust in a vendor and the disconnect with a smaller focus on the employee experience (EX) by marketing leadership.

The human capital landscape of marketing is quickly evolving. Marketing is now an organization that marries art + science. With business conditions and buyer behavior constantly changing, marketers need a well-oiled machine to dynamically deliver programs for business growth. This becomes exponentially more difficult with the disruption to the way work gets done, struggles to increase diversity and inclusion, gaps in skill sets and outdated organizational models. Yet only 20% of marketing leaders link and have implemented efforts to tie EX to customer experience (CX), and 40% have no plans at all. Now is the time for marketing leaders to boost their employee experience as a critical tie to marketing transformational success and for delivering the expected experience that builds trusted relationships.

This IDC Survey Spotlight includes data from IDC's 2021 Future of Marketing Barometer Survey and IDC's 2020 and 2021 B2B Tech Buyer Survey. It provides the results and analysis from a survey of 46 tech marketing executives and tech buyer surveys of 350 respondents each. Respondents were director level or above, technology decision makers, and from the United States and Canada. Marketing executives hailed from the high-tech industry across hardware, software, and services companies. Tech buyers came from a variety of industries including financial, manufacturing, healthcare, technology, telecommunications, utilities, and retail, with a range of total value of information technology investments from $25,000 to $5+ million.

"Tech buyers are taking a sharper look at how companies behave beyond caring about profits. How companies treat their employees has a significant influence on the trust and confidence in brands. CMOs and other marketing leaders are in a unique position to understand and build a bridge connecting customer and employee experiences," says Laurie Buczek, research vice president, CMO Advisory Practice.


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