Report: Marketers Still Working On Taking a More Customer-Centric Approach

Marketers and their organizations are interested in providing a better customer experience (CX), but they aren’t always inclined to integrate feedback into company processes, according to new research.

UserTesting recently published the “2020 CX Industry Report,” and statistics showed that most marketers (60%) agree that their company is customer-centric, with 55% of respondents saying their organization is constantly working toward creating a better CX. In addition, 74% claimed that their company shares values and beliefs for driving a customer-centric culture.


However, only 50% of respondents said that the process of gathering customer feedback was integrated into company processes. The same percentage stated that they were empowered to use customer insights to inform their decision, suggesting that there is still room for improvement.

The Benefits of Providing a Consistent Customer Experience

If marketers want to differentiate themselves from the pack, previous research suggests that they may want to become more serious about delivering a consistent, seamless customer experience.

Lean Data released “The State of Revenue Operations” report, and statistics indicated that the majority of marketers (59.27%) “strongly agree” that the ability to deliver a consistent, seamless customer experience across the buyer’s journey is becoming a critical differentiator and revenue driver.

Most respondents (46.41%) “strongly agree” that sales, marketing and customer success teams all share ownership for revenue growth at their company. However, most (27.26%) “somewhat disagree” that these teams are well integrated and aligned to achieve these goals.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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