The number of different touch points and complexity of the customer experience (CX) ranks as the greatest barrier preventing organizations from improving CX, according to company marketers (primarily hailing from Europe) responding to a recent study [download page] from Econsultancy and Adobe. So which touch points do marketers see as being central to the customer experience?
According to the results, the largest share (90%) of client-side marketers surveyed see the desktop website experience as being central to CX, with the mobile website (86%) and email (85%) close behind. (See here for the most important elements of the website experience, according to UK consumers and marketers.)
With phone customer service being of great importance to consumers, some 79% of marketers surveyed said that telephone support and sales are central to CX. Interestingly, digital advertising emerged as a CX focus for a greater share of respondents than offline brand advertising (77% and 58%, respectively). This may be reflective of concerns about how digital advertising affects the web experience (see: ongoing debate about ad blocking).
Further down the list, fewer than half cited text (44%), mail order catalogs (43%) and messaging apps (41%) as being central to CX.
Looking at the bridge between the digital and physical worlds, the study finds that:
- Most (60%) company respondents are using digital signage and interactive displays to enhance the on-site physical experience;
- Fewer are using other digital tactics such as kiosks (33% of company respondents) and beacons (10%);
- Only a minority of respondents agreed that they can track and attribute across digital and physical touch points (45%); and
- Fewer than one-third (33%) can identify customers at physical locations using their digital footprint.
About the Data: The report’s results are based on a survey of 2,252 marketing, digital and e-commerce professionals, carried out in August and September 2015. Some 56% are marketing professionals from the client-side, and 44% from the supply-side. Nearly three-quarters (74%) are based in Europe, with North America (8%) the next-most highly represented region. Respondents were most commonly from the retail (13%) and financial services (12%) sectors.