Mapp ‘s new study highlights the biggest challenges companies face . The survey, conducted last December, surveyed over 200 senior marketers in multichannel retail, e-commerce, D2C, CPG, and financial services across the United States, Canada, and Europe.
While are not new concepts to marketers, the survey buy bulk sms service highlights that many companies still face the challenge of collecting and using customer information to meet their expectations. The study also highlights the critical importance of a holistic, departmental, customer-centric strategy for improving the .
Customer experience is a priority but implementation is still lacking
An effective CX strategy is critical to business success, yet most companies are currently still stuck in the early stages of implementing marketing technology. While 89% of respondents believe a CX strategy is important or very important to business success, only half (47%) review and evaluate their strategy annually building a high-leverage mindset or less frequently. While 88% agree that understanding changing customer needs using technology and AI is important, only half (55%) of respondents plan to implement customer analytics tools in 2021.
Despite the , many companies face major obstacles when it comes to updating their CX strategy. Respondents point to the customer needs (83%), insufficient technology platforms (77%), and a lack of vision and alignment among leaders, teams, and employees (72%).
Lack of insight is the biggest challenge to improving customer experience
Fifty-three percent of marketers say they are unable to identify customers on their website, even though it represents one of the primary touchpoints for obtaining customer information. Given that Google will no longer support third-party cookies, this type of first-party data will play an increasingly important role in marketing strategies.
For 54% of respondents, a lack of customer knowledge is spam data the biggest challenge, preventing them from providing a relevant and satisfying experience. More than half of marketers surveyed (57%) cite a lack of qualified staff as one of the obstacles to gaining even more insights.
At the same time, however, only 25% attribute their success to further employee training. This demonstrates that while hiring and developing qualified staff is important, leveraging marketing tools guarantees greater financial returns. Sixty-five percent of respondents expect new technology to improve their ability to see immediately actionable information for personalized customer campaigns.