Only urgency and action will prioritise Customer Experience in 2018
Customer Experience (CX) has been a key focus for marketers in recent times, so it’s no surprise that ‘optimising CX’ has been ranked the top marketing priority in 2018.
For most, though, this isn’t shocking news — brands that aren’t creating experiences that are personal, relevant and consistent across all customer touchpoints are quickly being replaced by disruptors in every industry. The problem is no longer finding a reason to develop a CX strategy, but being able to resource & organise a team that can act swiftly.
Part of the reason some marketers feel hamstrung to act is the ever-increasing influence of technology on their role. 73% of brands surveyed in the latest Adobe Digital Trends Report are now combining digital marketing skills with technology. Today’s digital landscape of analytics platforms and content management systems means being a standout digital marketer is no longer enough — you also need to have a firm grasp on technology and data.
The opportunities presented in this CX wave will be incredibly rewarding for businesses that get it right. So where are the leaders investing their efforts? Leveraging Adobe’s 2018 Digital Trends Report, I recently addressed ADMA’s Data-Driven Marketing Conference, sharing key insights and explaining why only urgency and action will prioritise CX in 2018.