Report: Marketers Strive But Struggle to Deliver a Consistent Customer Experience

Marketers are constantly striving to provide a consistent customer experience across all of their channels, but new research suggests that many are still struggling to achieve this goal.

Dun and Bradstreet, along with AdWeek, recently published the “B2B Enters the Experience Era: 2020 Data-Driven Marketing and Advertising Outlook” report, and statistics suggested that for most marketers (43%), it’s “extremely important” to deliver a consistent customer experience across various digital and offline channels. However, only 7% said that they are “well above the competition” when it comes to actually achieving this goal; the majority of respondents (36%) said that they were just “on par” with the competition.


In terms of hurdles, most marketers (33%) said that they are frequently unable to fully leverage the data and data tools that they currently have, and it’s impeding their ability to deliver a better cross-channel or omnichannel customer experience. Twenty-six percent said that they are unable to identify all customer touchpoints, and the same percentage claimed that they lack insight into the customer journey.

Customer Experience Remains a Top Challenge

This is not the first time that statistics have indicated marketers are struggling to achieve their customer experience goals.

Ascend2 published the “Strategies, Tactics and Trends for Customer Experience” survey, and the data showed that 47% of marketers are still only “somewhat successful” at achieving their primary objectives through their customer experience strategy.

Improving customer retention/satisfaction (61%), increasing value/reliability to the user (54%) and improving interactive design/ease of use (30%) are the top obstacles for marketers looking to meet their primary objectives.

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