"It’s critical to maintain a good relationship with customers – to reach them on their terms with messages that resonate,” said Lynne Capozzi, Acquia CMO. “Our research proves that this is more important than ever. At Acquia we know marketers need solutions that are easy to work with – to give them the freedom to create experiences without technology getting in the way."
Other key findings uncovered in the report include:
Quality of experience seen as poor
U.S. consumers care about quality of experience, but they aren’t seeing what they want from brands. More U.S. consumers experienced purchasing-related issues during major online events such as Black Friday and Click Frenzy. Fifty-six percent of U.S. consumers feel that in their total experience with most brands, their marketing is mostly ineffective. Nearly two-thirds of U.S. consumers (63 percent) feel that brands interact with them the right amount – indicating that it is not the cadence but the quality of interaction that is impacting them.
Technology is falling short
Nearly seven of 10 of all U.S. marketers (69 percent) believe technology has made it harder, not easier, for them to offer customers personalized experiences. Despite using technology designed to improve CX, 80 percent of US marketers feel their customers wants higher levels of personalization than they can currently offer. Compared to other countries surveyed, U.S. marketers disagree most that they have a way to capture customer data in real-time and that they have a way to act on customer data with real-time insights and actions. Marketers in the U.S. are least confident that their technology vendors with services supporting customer experience will support them if there is an interruption of service.
U.S. marketers lack enthusiasm about technology innovation
Compared to other countries, U.S. marketers are less likely to be focusing on artificial intelligence, machine learning or Internet of Things technologies in the next 12 months. They also are least likely to be working toward linking with in-home devices such as Amazon’s Alexa and Apple’s iHome, when compared with other countries.
“It’s essential to know how and where customers connect, and to have insight into their motivations,” the report concludes. “While technology and data are key elements to measuring success, they’re also tools to help better engage customers – but only if used effectively.”
Download the ebook Closing the CX Gap: Customer Experience Trends Report 2019 and view the related infographic at acquia.com.
About the Survey
The Closing the CX Gap: Customer Experience Trends Report 2019 was commissioned by Acquia and conducted by Regina Corso Consulting between August 14 and August 28, 2018. Respondents to the online survey were 5,003 consumers – 1,000 from Australia, 1,000 from France, 1,000 from Germany, 1,000 from the United Kingdom, and 1,003 from the United States – and 501 marketers – 100 from Australia, 100 from France, 100 from Germany, 100 from the U.K., and 101 from the U.S. The consumers are all 18 and older and the sample is balanced by age and gender for each country. The marketers are director-level and above, and their company has annual revenue of $10 million (U.S.) or more.
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