Just 20% of companies have a well developed customer experience strategy

  • The majority of companies (58%) are still in a position where they are just beginning to develop their strategies for improving the customer experience, according to the Econsultancy/CACI Integrated Customer Experience Report 2013.
  • The percentage is not dissimilar to 2011 when Econsultancy carried out a similar survey.
  • Nine in every 10 companies state that there is at least some level of organisational commitment to delivering an integrated customer experience, including 43% who say they are ‘very committed’.
  • However, only a fifth (20%) say they have a well-developed strategy in this respect and only 8% of companies surveyed said they provide a ‘very integrated’ customer experience.

How developed is your customer experience strategy?


  • Similarly, the research shows that many organisations are struggling in key areas needed for an integrated customer experience.
  • While data (63%) and systems & processes (54%) were widely identified as critical areas for success in the context of an integrated customer experience, only a minority of organisations went on to rate themselves as excellent or good in those areas (32% and 24% respectively).

Criticality versus competence 

  • This report is based on a survey of almost 900 digital marketing professionals during June and July 2013. It examines how their organisations or clients approach this topic, and what they regard as key factors for success.

Apps, email and search are among top mobile priorities for businesses

  • When asked which mobile channels they plan on using during the next 12 months just over half (55%) of marketers said apps, followed by mobile advertising (51%), optimised emails (50%) and tablet-specific sites (50%).
  • Mobile search and commerce were also cited by precisely half (50%) of client-side respondents.
  • The findings come from the Econsultancy/BuyDesire Mobile Marketing and Commerce Report, which is based on a survey of more than 500 companies and agencies, carried out in July and August 2013.

What mobile channels and technologies do you plan on using during the next 12 months?

  • The report also asked respondents for their opinion on statements that refer to their overall mobile strategy and intentions for the next 12 months.
  • The results show that there is appetite among client-side businesses to get more involved with mobile, as two-thirds (67%) say mobile will become a fundamental part of their marketing and commerce strategy during the next 12 months.
  • However, it is just as clear that organisations are still in the early stages of utilising mobile as just 39% have a mobile strategy in place.

Satisfaction with conversion rates has increased for the first time in four years

  • More than a quarter (28%) of companies are satisfied with their conversion rates (either ‘very’ or ‘quite’ satisfied), up by 6% since 2012 and the highest level since 2009. 
  • Additionally, around three-quarters (73%, up from 65% in 2012) indicate they have seen an improvement in conversion rates in the last 12 months.

How valuable do you find the following methods for improving conversion rates?

  • Additionally, over two-third (70%) of companies carrying out A/B tests saw an increase in conversion.
  • Despite the obvious benefits of regular testing, the proportion of organisations carrying out more than 10 tests per month has dropped from 11% in 2012 to 5% in 2013.
  • The fifth annual Conversion Rate Optimisation Report, produced in association with RedEye, also found that the proportion of organisations who say they experienced an increase in sales conversion rates has significantly gone up, from 60% in 2012 to 70% this year.
  • The research is based on a survey of almost 1,000 client-side and agency digital marketers.