Survey: Most Marketers Planning to Use Customer Journey Maps in the Future

Predicting the actions that a prospect may take is essential for marketers looking to optimize the customer experience. As a result, more are mapping the customer journey, and new research suggests that this tactic is here to stay.

Ascend2 recently published the results of the “Customer Journey Mapping Survey,” and statistics showed that most marketers (30%) are at least planning to create and utilize journey maps in the future. About 24% are already building or testing journey maps, while 26% have and utilize defined journey maps.

Overall, most marketers (59%) have been at least “somewhat successful” at achieving the goals they set for their customer journey mapping strategy. Approximately 28% of the best-in-class marketers have been “very successful,” while only 13% have been “unsuccessful” altogether.

Lack of time/staff/resources (48%), lack of quality data (35%) and lack of budget (33%) remain the top barriers to success.

Making Strides in Personalizing the Customer Experience

Personalizing the customer experience is a tactic that many marketers have leveraged, and previous research shows that it can help organizations stand out from the competition.

Adobe conducted its 2020 personalization survey, and data indicated that 83% of marketers believe that personalization is differentiating. About 94% of companies with “extensive” personalization agree that it distinguishes them from their competitors.

At the time of the survey, only 33% of marketers stated that more than half of their digital marketing budget goes toward personalization. However, 66% said they see their investment in personalization increasing over the next five years.

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