Singapore, 15 February 2017

According to recent research findings, 41% of client-side marketers in Asia Pacific admit that the customer journey is understood but there is little management across touchpoints. Only 7% of responding organisations say that their channels are seamlessly integrated to allow for the exploitation of opportunities while around one third say that touchpoints are managed in silos, with inconsistent delivery of the customer experience.

These are new findings from Econsultancy’s Understanding the Customer Journey report, published in association with Emarsys, which found that just one in ten respondents believe their organisations have a well-developed customer journey strategy in place.

According to the survey findings, complexity of the customer journey, difficulty with unifying data sources, a lack of collaboration between departments and IT bottlenecks are the main barriers to understanding the customer journey.

The report is based on a survey of almost 1,000 digital marketers and ecommerce professionals in Asia Pacific, carried out by Econsultancy between August and October 2016.

Jefrey Gomez, Managing Director, Asia Pacific at Econsultancy, commented: “The idea of providing a consistent and connected customer experience across marketing touchpoints is not a new concept. However, the ability to achieve this remains a challenge for the majority of APAC marketers. In 2017 we may see change in this regard with more organisations focusing on customer needs and established channels”.

Other findings from the report include:

-) Desktop is considered the most important channel for understanding the customer journey but mobile trumps desktop as combined first and seconds choice for three-quarters of respondents, highlighting the growing importance of the mobile web as a customer experience channel.
-) The majority of respondents believe customers are using mobile for product research and later purchasing online.
-) Companies say they lack the systems (79%), data (74%) and analysis skills (68%) to effectively map the mobile customer journey.
-) Two-thirds of companies rely on email data to inform their understanding of the customer journey.
-) Sales and revenue is considered the primary indicator of success and way of measuring the impact of initiatives aimed at understanding the customer journey.

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The full report is available on the Econsultancy website here:

The report is available to Econsultancy subscribers.

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About Emarsys

Emarsys is a leading global provider of cloud marketing software for B2C companies, and the first B2C Marketing Cloud. The company provides actionable intelligence to enterprises targeting their customers, combining machine learning and data science with true personalization and multichannel delivery to reach customers most effectively, maximizing engagement and results. With more than 600 employees in 16 global office locations, Emarsys serves more than 1,500 clients in 140 countries. Every month, Emarsys sends over seven billion messages — helping customers increase revenue and ROI. For more information, please visit

Published on: 1:00AM on 16th February 2017