Companies are continuously striving to create great customer experiences. With 2020 making digital experiences more important than ever before, companies need to accelerate their timelines for customer-centric transformation to stay ahead of the curve.
While many executives are making customer experience a priority, when it comes to executing on and operationalising initiatives, there is room to grow. To understand the priorities and challenges of marketing and technology executives, Merkle conducted a survey of over 800 marketing and technology professionals in the US and UK - focusing on three key customer experience areas: data, digital, and organisational transformation:
Read the report for the latest insights:
90% claim that consolidating consumer profiles is imperative to their organisation, but only about half of respondents are currently investing to create more personalised and identity-based experiences.
The biggest limitations to using data effectively are related to data quality, expertise, and lack of agile partnerships.
67% of organisations have implemented personalisation in 3-6 channels, and 73% use insights from one channel to inform targeting in others.
43% of respondents believe “customer experience transformation” is crucial to their business in the long term.
86% stated that their organisations already understand and meet their most valuable customers’ needs, but customers don’t agree.