Report: A Customer Journey-Based Strategy is Becoming More Critical for Marketers

As marketers look to resonate with customers and prospects, new research suggests that those who strive to improve the customer experience (CX) are seeing more positive results.

Pointillist recently published its “2020 State of Customer Journey Management and CX Measurement” report, and statistics suggest that for most marketers (79%), a journey-based strategy is very or extremely important to their organization’s overall success.


Out of the marketers who agree or strongly agree that a journey-based approach has a positive impact, 94% say they are identifying opportunities to improve the CX. Approximately 92% are aligning teams on most important goals and metrics, and 91% are understanding key signals that lead to business outcomes.

“As customer demands and goals evolve rapidly, customer-centric leaders are prioritizing investments in customer analytics and insights to meet their expectations and succeed in a highly competitive environment,” added the authors of the report.

Working Toward a More Customer-Centric Approach

As marketers see benefits from focusing on the CX, their organizations are adopting a more customer-centric approach, according to previous research.

UserTesting conducted its “2020 CX Industry Report,” and data showed that most marketers (60%) agree that their company is customer-centric, with 55% stating that their organization is constantly working toward developing a better CX. Additionally, 74% of marketers claimed that their company shares values and beliefs for driving a customer-centric culture.

That being said, only 50% of respondents said that the process of gathering customer feedback was integrated into their company strategy, highlighting room for improvement.

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