Singapore, 8 February 2017

This is according to new research findings from Econsultancy’s Customer Experience Maturity in India report, which explores how well marketers in the region understand the customer journey and what the future of customer experience initiatives looks like.

Offering a positive and consistent experience across all touchpoints in the customer journey is now critical to success but the survey findings reveal that there appears to be little management across marketing channels.

A key part of delivering a positive customer experiences is developing infrastructure that allows for the sharing of customer data. The survey findings show that data is of paramount concern to companies, with 97% citing the better use of data to understand customer behaviours as 'very' or 'quite' important to delivering a great customer experience.

The report, published in association with Epsilon, is based on a survey of over 300 client-side and agency respondents in India, carried out between September and October 2016.

Jefrey Gomez, Managing Director, Asia Pacific at Econsultancy, commented: "The research findings confirm that a greater focus on marketing operations is needed. Internal collaboration between teams, which is regarded as very important to delivering a great customer experience, as well as strategy, identified as lacking, are key principles of marketing operations. Encouragingly, customer experience is being prioritised by Indian marketers, with 12% of those surveyed rating their customer experience maturity as very advanced. But a tighter focus on marketing ops will enable their marketing efforts to react more quickly to changes in business strategy and customer behaviour."

Other findings from the report include:

-) Two in five (39%) company respondents and more than half of agencies say that they (or their clients) are at an ‘intermediate’ stage in understanding the customer journey.
-) Almost three-quarters of company respondents use email service platforms for customer experience marketing and this is regarded as the primary investment focus in customer experience technology.
-) Only 12% of respondents claim that their customer touchpoints are seamlessly integrated, to allow for the exploitation of opportunities.
-) Three in five companies have no specifically allocated budget for understanding the customer journey.
-) Approximately half of respondents rate their ability to make changes to the customer journey as 'good' or 'excellent'.
-) Over two in five respondents favour increased sales and conversion rates as the most popular metrics for demonstrating the return on investment of customer experience initiatives.

Get this report

The full report is available on the Econsultancy website here:

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Published on: 3:00PM on 8th February 2017