Survey: Marketers Challenged in Developing Real-Time Customer Insights to Improve CX

Marketers are still invested in delivering a memorable customer experience (CX), but it is not without its challenges, according to new research.

Verndale recently published the “Solving for CX: 2018 Customer Experience Survey” to gauge how businesses are approaching CX differently. Research revealed that a lack of real-time customer insights (31 percent) is still holding organizations back from CX success. This was followed by operationalizing the CX (28 percent), and finding the budget for CX (25 percent).

“What must be kept in mind, however, is that a lot of these challenges hinge on an organization’s ability to utilize customer data in the first place,” wrote the researchers of the report. “Organizations are being stopped at the front door here – if they cannot do the first step right then they will inevitably find difficulties with everything else.”

In the future, organizations believe machine learning may help overcome some of these challenges. For example, 49 percent believe it could help by processing large amounts of customer data, and the same percentage believe it could offer a provision of real-time analysis.

B2B Marketers and the Customer Experience

B2B marketers, in particular, remain optimistic that they can provide a memorable CX to their customers.

“The Complexities of B2B Sales Require Thinking Beyond Today’s CPQ” study published by Forrester Consulting and FPX determined that 68 percent of B2B marketers believe it’s “very important” to deliver a consistent, high-quality CX.

“B2B firms recognize the significance of increased buyer expectations. And they understand that delivering a consistent and high-quality customer experience for both customers and users (such as sales reps and partner channels) is essential to sales strategies today,” wrote the authors of the report.