Report: Marketers Still Lack Defined Customer Experience Strategies

Even though the customer experience (CX) is continuing to grow in importance, new research indicates that organizations are not entirely prepared to make it a top priority.

Forbes Insights recently partnered with Glassbox to publish “The Leading Edge of Digital Customer Experience” report, and statistics indicated that 84% of executives now agree that excellence in digital CX is critical to their organization’s survival. However, just 38% of respondents claim that they have completely defined goals and strategies for digital CX.

In general, only 38% admitted that they have fully optimized customer digital experiences, and just 34% said their digital experiences are personalized. When it comes to top challenges, most respondents (69%) cited finding and maintaining security, data privacy, and compliance. Approximately 66% are having difficulty shifting their analytics posture from reactive to proactive/predictive.

Personalized Marketing Content and the Customer Experience

As more marketers begin to focus on personalization to create a more memorable customer experience, previous research suggests that many are starting with content.

Oracle and Ascend2 conducted the “Marketing Trends 2022” report, and data indicated that 43% of marketing organizations intend to add personalized content marketing to their strategies in the near future. Approximately 41% of B2B marketers, specifically, will be adding personalized content and offers to their collection of marketing tactics.

Most marketers (37%) are “confident” that they will be able to achieve their marketing objectives within the year, and 31% are at least “hopeful.”