Many Barriers Remain for Marketers Looking to Customize the Buyer Experience

More customers are demanding a personalized experience when they work with marketers. However, marketers still face several barriers when it comes to customizing the buyer experience, according to new research.

Adobe recently published the “State of Creative and Marketing Collaboration Survey,” and statistics showed that 59 percent of marketers agree that they find it difficult to personalize content at scale. Just 28 percent of marketers believe that content creation and delivery are very well-coordinated.

In terms of reasons for disruption, 60 percent of marketers said that there are now more people involved in the content creation and delivery process compared to a few years ago. Twenty-seven percent of marketers also say they do not have access to the criteria used to determine the effectiveness of their customer experience efforts. This indicates that it may be difficult for marketers to make improvements in the future.

Marketers and the Need to Meet Customer Expectations

The buyer experience may be essential to ultimately completing a sale, but exactly how many customers value a memorable experience?

To determine this, PwC surveyed 15,000 people from 12 countries to measure customer attitudes toward the brands and the buying process. In the end, statistics showed that 73 percent of respondents claimed that customer experience is “an important factor” in their purchasing decision.

That being said, only 49 percent stated that they believe businesses provide a good customer experience. Nearly 65 percent believe that a positive experience with a company is more influential than great advertising.