Report: Poor Data is Stopping Marketers from Providing an Optimal Customer Experience

Marketers work hard to create a single customer view (SCV) that they can rely upon to cater to their customers’ wants and needs. However, they face many hurdles along the way that hinder their ability to create a comprehensive view of their target audience, one of them being data.

digital marketing, data and analytics

Experian recently published the “2019 Global Data Management Research: Taking Control in the Digital Age” report and found that 30 percent of respondents claim that poor data quality is holding them back from delivering excellent customer experience. Thirty percent also said that legacy systems or a lack of new technology is also proving to be problematic.

98 percent of companies use data to improve the customer experience. Their biggest driver for achieving a SCV is to improve the customer experience (42 percent), improve operational efficiency (38 percent) and improve strategic decisions (37 percent).

Delivering a Positive Customer Experience

Having a comprehensive view of the customer can help marketers boost their company’s overall bottom line. However, previous research shows it is not always easy to grasp customer wants and needs to provide an optimal experience.

PwC surveyed 15,000 people from 12 countries to get a sense of customer attitudes toward brands and the buying process. Seventy-three percent of people said that customer experience is an important factor in their purchasing decision. However, just 49 percent said they feel that marketers provide a good customer experience.

“Good customer experience leaves consumers feeling heard, seen and appreciated,” concluded the authors of the report. “It has a tangible impact that can be measured in dollars and cents.”

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