RSS

Marketers Lack the Skills to Deliver on Customer Experience

11 Jul

Insufficient knowledge holds back many organisations

More executives are waking up to the potential of customer experience, a marketing technology discipline that uses data analytics and personalization to build stronger relationships with consumers.

Executives Worldwide Whose Use of Data Analytics Has Noticeably Shifted Their Ability to Deliver a Superior Customer Experience, Currently vs. in 2 Years, Feb 2016 (% of respondents)

21

80

6

65

4

In fact, more than a quarter of executives worldwide who currently use data analytics have seen a significant shift across the board in their ability to deliver superior customer experiences, according to February research from Forbes Insights.

But despite the discipline’s advantages, many organizations find they fall short on the real-world customer experience strategies they’re actually able to implement. Data from Accenture Interactive and Forrester Consulting, which investigated actions executive decision-makers are taking to improve customer experience, less than half had taken action around customer experience activities, like improving analytic capabilities or creating more valuable content.

Actions Their Company Is Taking to Improve the Customer Experience According to Customer Experience Decision-Makers Worldwide, May 2016 (% of respondents)

According to many of these same decision-makers, much of the fault for this growing inability to take action is internal. In the same Accenture and Forrester Consulting survey, many marketing executives point to a lack of necessary customer experience skills among employees. For example, less than 50% of respondents said their organizations had all the necessary skills related to customer experience disciplines such as project management and data analytics.

Meanwhile, the same internal issues were evident when it came to collaboration. 50% or less of respondents in the survey said they had workspaces that encouraged collaboration, while only 41% said they had dedicated business, design and development teams permanently “co-located” near one another to help facilitate information sharing.

– See more at: http://www.emarketer.com/Article/Marketers-Lack-Skills-Deliver-on-Customer-Experience/1014169?ecid=NL1007#sthash.jHFu40Hv.dpuf

Advertisements
 

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
digiphile

We're already living in the future. It's just not evenly distrbuted yet.

The JAY Group

Insight, observations, and opinions on everything about loyalty marketing.

Lexicon Blog

Thoughts and insights on name branding.

Calling All Storytellers...

The new social network, Medium, is the perfect place for you.

wellbelove.wordpress.com/

#SocialMedia #Marketing #Technology

VentureBeat

Silicon Valley news about tech money and innovation

imagine change

Just another WordPress.com site

PingTheNews

Your source for news, information & resources

AccuProcess

Business Process Modeling Software www.accuprocess.com

Jeffbullas's Blog

Just another WordPress.com site

Gods of Advertising

We make you want what you don't need.

tim

Business Development & Offshore outsourcing

White Elephant in the Room

random insight from an unwanted houseguest

Sonnhalter

Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets.

Blog thoughts from Randal Dobbs of Framework Marketing

Thoughts on "marketing to people" and polls to share opinions

%d bloggers like this: