Wednesday 28 January, 2015

Customer experience is seen as the stand-out digital business imperative for 2015, according to a global survey of more than 6,000 marketers and ecommerce professionals.

Just over a fifth of respondents (22%) ranked customer experience as the single most exciting opportunity for the year ahead, ahead of other areas such as content marketing (15%), mobile (13%), personalisation and big data (both 11%).

The Digital Trends 2015 report, published by Econsultancy in partnership with Adobe, also found that 69% of companies will be experimenting heavily with digital in the next 12 months, significantly up from 64% in 2014.

The research, which is based on Econsultancy’s largest-ever survey of digital professionals, also asked respondents to indicate their top three digital-related priorities for 2015.

Targeting and personalisation (30%), content optimisation (29%) and social media engagement (27%) are the most likely to be prioritised during 2015.

The research also found that:

• 78% of companies agreed that they would be trying to differentiate through customer experience in the year ahead.

• 24% of marketers in North America said that customer experience was the most exciting opportunity, compared to 21% in both Europe and Asia.

• Only 38% of company respondents believe they have the analysts they need to make sense of their data, while a similar percentage (37%) say they have the infrastructure in place to collect the right data.

Commenting on the findings of the latest Quarterly Digital Intelligence Briefing, Econsultancy Research Director, Linus Gregoriadis, said: “Customer experience as a theme has increased the gap between itself and the next most exciting opportunity, showing that businesses across the world are increasing their focus on serving the customer.”

He added: “The huge survey sample size of more than 6,000 marketers gives us confidence that this research represents an accurate reflection of where businesses are prioritising their efforts for the year ahead.”

Mark Phibbs, VP, EMEA Marketing, Adobe, said: “We are delighted to see customer experience increasingly taking centre stage as more companies realise that this is crucial not just for differentiation against competitors, but increasingly for survival in an unforgiving business world.

“As has been identified by Econsultancy analysts in the report, other areas of focus such as data-driven business, personalisation, mobile and cross-channel marketing are all vitally important for business success in their own right but their roles are ultimately subordinate to an organisation’s over-arching efforts to ensure that the customer experience is a good one.”

Get this report:

The full report is available on the Econsultancy website here:

The briefing is available to Econsultancy subscribers, or on a pay-per-view basis.

For more information about this report, contact:

Linus Gregoriadis, Research Director, Econsultancy
linus.gregoriadis AT
+44 (0) 207 269 1450


Monica Savut, Senior Research Manager, Econsultancy
Monica.savut AT
+44 (0) 207 269 1450

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Published on: 11:15AM on 28th January 2015