State of the Marketer: Creating Compelling Customer Experiences in Challenging TimesCustomer Experience (CX) Trends ReportTable of Contents03Executive Summary 04About the Survey 05Marketers Strive for Excellence as the Ground Shifts Beneath Them09Content Creators Prioritize Capabilities That Move the Needle for CX14A Deeper Dive Into a Transformative Technology19Marketers Experience Wins and Setbacks in Creating Engaging Customer Journeys 31Summary and Takeaways25Build Trust With Consumers to Earn the Data That Fuels Effective Digital CXState of the Marketer: Creating Compelling Customer Experiences in Challenging TimesPage 02In today’s crowded digital landscape, marketers struggle to break through with digital customer experiences (CX) that are productive and frictionless for the user.The rapid pivot to digital that many organizations executed during the pandemic is projected to cause a durable shift in the way consumers and businesses make purchases, with even more commerce projected to move online through at least 2025, according to the U.S. Department of Commerce. To succeed in this environment, it’s imperative that marketers find ways to differentiate their organizations and break through the digital cacophony. They must be able to create and bring to market compelling, productive digital experiences across all areas of the buying and customer service cycle. Marketers should be able to deliver these experiences intuitively. Speed to market with compelling websites, commerce sites, mobile applications, digital signage, portals, or intranets for employees, students, or patients is mandatory as marketers experiment and iterate — particularly with the rise of artificial intelligence (AI).A clear customer journey, powered by an organization’s customer data and content, is also critical and should enable interaction with the brand in a consistent manner across digital channels. It should also drive toward the desired outcome for the customer and the brand.Finally, digital experiences must be human-centric. To reflect preferences and human factors such as culture – as well as protect trust in the brand – the digital experiences an organization delivers should be accessible, usable, and safe.Executive SummaryState of the Marketer: Creating Compelling Customer Experiences in Challenging TimesPage 03To gain a perspective on these topics, we worked with Vanson Bourne to collect the views of 3,000 consumers and 300 marketers in Australia, the United Kingdom, and the United States in September 2023.Participants were evenly split across the three countries.The survey explores shifts in expectations from marketing decision makers and consumers about customer experience, AI and marketing technology, and consumer data privacy. As we examine these research findings and implications, we’ll discuss how brands are adapting to the changing landscape and key lessons learned. P...
