Econsultancy has published more results from its research in partnership with Google.

The new set of findings deals with reorientation of the customer journey based on a survey of 514 executives at companies averaging more than $1 billion in 2016 revenues.

Here are the key findings:

  • According to 89% of leading brands, it is critical to their growth and provide assistive experiences along the consumer journey
  • 55% are building teams that uniquely solve for end-to-end customer experiences
  • 87% brands are following the right KPIs to understand how mobile and digital are driving business outcomes
  • 60% have invested in technology that connects their digital and offline/in-store experiences.

Stefan Tornquist says, “Modern customers have enormous freedom of choice and movement. Personal technology gave them information and power; the costs to switch from one product or service to another have diminished or disappeared in all but a few sectors.

Traditional marketing is product-centric and unprepared for a world where the customer defines the service they expect and has the tools to find the best alternatives.

Organizations are responding to this change by undergoing digital transformation, because delivering orchestrated experiences requires them to rethink their model of the customer journey and develop the best processes and structures to match it”.

This research has also dealth with the marketers’ investment in a first-party future.

Explore more findings from Econsultancy-Google research.

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