‘Why can’t marketers understand the customer journey?’ – EConsultancy
Jeff Rajeck says, “‘Why?’ questions are always difficult to answer, but the current state of customer experience is puzzling.
Almost every survey of marketers indicates that improving the customer experience is at the top of the priorities list, yet marketers often lament at their inability to make the changes necessary to do so.
In our most recent Digital Intelligent Briefing, survey respondents once again put ‘customer experience’ at the top of the priority list for 2017.
But when asked about their strategy in this area only around one in ten (11%) marketers said that they had a ‘well-developed’ customer experience improvement strategy in place.
One reason why marketers are finding it difficult to improve customer experience emerged in a recent survey of nearly 1,000 marketers Econsultancy conducted with Emarsys, Understanding the Customer Journey in Asia Pacific“.
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