Report: Marketers Feeling More Pressure to Improve the Customer Experience

As marketers look for new ways to make an impact on their target audience, new research suggests that they need to continue to focus on improving the customer experience (CX).

Broadridge recently published its “2023 CX and Communications Consumer Insights Report,” and statistics indicated that the majority of customers (63%) now believe that most of the companies they work with need to improve the customer experience. This is compared to the 35% who said the same back in 2019.

Despite this increase and mounting pressure on marketers, there may be potential to improve by shifting to personalization. Overall, 54% of customers said they stopped doing business with a company due to a poorly personalized experience. “Assess where your CX is falling short – across the customer journey – and implement a ‘get well’ plan,” recommended the authors behind the report.

How Experienced Marketers are Enhancing the Customer Experience

Previous research has indicated that marketing leaders have been able to find success by focusing on personalizing the customer experience.

Forrester released its “Personalization At Scale: Bring Forth The Customer And Business Benefits of Experience Excellence” report, which examined how “Experience Leaders” — those who consistently deliver value to customers through personalization — achieve success. Compared to their counterparts, these leaders make improving the customer experience the number one driver of their personalization strategy.

Additionally, nearly 71% of “Experience Leaders” claim they have real-time access to omnichannel customer data. In turn, they have a more complete picture of each customer as they look to develop more memorable, personalized experiences.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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