-) Data, systems and processes hold companies back as they seek to bridge competency gap
-) Complexity of customer experience leaves many organisations floundering
London, 17 October 2013
Most companies are still in the early stages of formulating customer experience strategies, according to new research published today by Econsultancy and CACI.
The Integrated Customer Experience report, based on a survey of marketers and ecommerce professionals, found that 58% of companies are still only developing strategies in this area, compared to just 20% of companies with a well developed strategy.
A further 15% of companies said their strategy ‘is being changed’, but 7% said there was ‘no strategy’.
This is despite nine in 10 companies saying there is at least some level of organisational commitment to delivering an integrated customer experience.
The research is based on a survey carried out in June and July 2013, to examine how organisations approach an integrated customer experience, and what marketers regard as key factors for success.
The research also sheds light on the aspects of the customer experience that organisations are having particular difficulties with. While more than half of the responding companies see ‘data’ (63%) and ‘systems and processes’ (54%) as critical areas for delivering an integrated customer experience, most companies have inadequate capabilities in both areas.
Only 32% of companies rated themselves as ‘excellent’ or ‘good’ for data (in the context of gaining a single customer view and customer insight), while even fewer (24%) rate themselves this positively for systems and processes.
Matt Hey, Director of Consulting at CACI, said: “For the majority of organisations the challenges to overcome have remained similar. What is new is that the impact of these challenges is accelerating with the increase in channels, data and organisational silos.
“Overcoming these challenges has always offered a compelling prize; the improvement of all the key customer value drivers across acquisition, retention and cross sales. However, what this report confirms is that although organisations perceive an integrated customer experience to be important, this does not necessarily translate into a focused effort to enhance it.”
Econsultancy Research Analyst Bola Awoniyi said: “The sheer difficulty and complicated nature of integrating the customer experience is identified as the single greatest barrier to improving the customer experience. This is a challenge but one that businesses need to overcome.
“Having an integrated customer experience is becoming less of a novelty and more of a necessity in our heavily connected society. Companies must commit to a customer experience strategy, and start laying the foundations for investment and training in this area.”
Other findings include:
-) Just over half (51%) of companies are using non-integrated technology platforms within
their organisation, despite many saying their greatest barriers revolve around the complexity of customer experience and difficulty unifying different sources of customer data.
-) Nine in 10 companies say improved customer retention/brand loyalty is a business benefit of an integrated customer experience, but only 54% use retention and loyalty to measure its effectiveness.
-) Only 16% of companies use web data attributable to individuals extensively while 43% are using aggregated web data.
The report, available to Econsultancy subscribers, is divided into the following sections:
-) Customer experience strategy
-) Benefits and barriers
-) Key pillars for success
-) Technology used for integrated customer experience
-) Ownership and budget
-) Improving customer experience
Get this report:
For more information about this report, journalists and bloggers should contact:
Bola Awoniyi, Research Analyst, Econsultancy
bola.awoniyi AT econsultancy.com
+44 (0) 203 142 8172
Econsultancy helps clients achieve digital marketing and ecommerce excellence through access to intelligence and capabilities development resources. These include premium subscriptions, research, training and elearning, consulting and events. Founded in 1999 and with over 200,000 registered users worldwide, Econsultancy is a leading authority in its field. Every day, it enables clients to make better decisions, find the best suppliers, look smart in meetings and accelerate the growth of their organisations through digital.
CACI specialises in assisting brands maximise the value from their customers by delivering a truly integrated, multi-channel experience. Over the last 30 years, CACI has helped clients to realise there is no ‘online’ or ‘offline’ customer – just a single customer using a mix of channels. Their heritage in data and analytics, combined with deep expertise in digital development, database and campaign management, technology integration and customer strategy provides a unique perspective on delivering an integrated customer experience.
To find out more, please contact CACI Integrated Marketing on 0207 602 6000 and speak to Ian Hitt or Jonathan Burston, or email marketing AT caci.co.uk.
marketing AT caci.co.uk
+44 (0)20 7602 6000
Published on: 10:05AM on 17th October 2013