Only 40% of marketing executives in EMEA are “very confident” that their company’s current customer experience strategies are capable of winning and retaining customers, according to an international CX study conducted by SAS and the CMO Council.
The challenge is to orchestrate a great customer experience that hits all the right notes: from digital self-service to meaningful personalisation, privacy and trust, as well as seamless omnichannel, including a “hybrid” blend of physical and digital experiences. Consumers want a frictionless, rewarding experience when buying great products at affordable prices despite volatile geopolitical and macroeconomic trends.
The biggest problem with implementing the CX strategy is still coordination between departments. Just 11% of EMEA marketing executives believe their company is well positioned in this area, while just as few study participants attribute sufficient maturity to their company when it comes to executing CX measures against the backdrop of a completely transformed digital infrastructure.
Given how third-party cookies are on the way out, respondents across EMEA indicated that they plan on using contextual targeting and ad experimentation and testing to track and target customers with programmatic advertising. What is interesting to note is that 79% of EMEA marketing executives believe that the role of hybrid CX – which combines physical and digital experiences – will be an important requirement in the next 12 months.
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