Businesses across the world are on an agressive path towards making their businesses more customer-centric through better understanding of the customer journey, and making the overall customer experience as postitive as possible.

Having the ability to build a joined-up view of all customer interactions and experiences, across every channel and touchpoint, is still held by many as the silver bullet of marketing success.

The Understanding the Customer Journey in Asia Pacific report, produced in association with Emarsys, explores what APAC companies are doing to map journeys and improve the overall customer experience across an array of different touchpoints.

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

Key findings from the report

  • Desktop is regarded as the most important channel for understanding the customer journey but mobile comes out on top as combined first and second choice for three-quarters of respondents.
  • 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.