Although marketers are becoming more aware of the importance of the customer experience (CX), new research indicates that many are still struggling with the performance and outcomes of their investments in this area.
Pointillist recently conducted its “State of Customer Journey Management & CX Measurement” report, and data showed that average performers (46%) were only “somewhat satisfied” with their organization’s overall CX performance and the outcomes of their CX investments. High performers were “very or extremely satisfied” with their company’s overall CX performance and outcomes, but these individuals only accounted for 36% of respondents.
About 93% of high performers stated that a journey-based strategy is “very” or “extremely important” to their organization’s overall success. This was compared to just 80% of average performers, and 63% of underperformers.
Marketers’ Continued Investment in CX
Although some marketers are still struggling in terms of CX, previous research confirms that this doesn’t mean they aren’t making it a top priority.
Alchemer and Forrester published the “Why Customer Experience Programs Miss Their Mark” report, and data indicated that most marketers (86%) are going to make improving CX a “high” or “critical” priority over the next 12 months. Nearly 66% claimed that they would also like to improve upon personalization capabilities, and 50% said they want to improve upon the return-on-investment of customer experience programs overall.
About 44% of marketers claim that they are also making new technology investments to embed customer insights throughout their organization, and 38% are increasing their defined CX budget.