A global survey of creative, 13,000 advertising and technology professionals has found that customer experience management has emerged as the top priority for businesses in the upcoming year.
The findings have been released by Adobe and Econsultancy as a portion of the Digital Trends report of their former for 2018. 45% of respondents ranked consumer experience with 20% list it as their main focus, as one of their three most important jobs in the next 12 weeks.
Many believe they are in their way to attaining that aim, with 62% claiming that they have a more “cohesive plan”, in addition to long-term vision and executive support for making it happen. The report indicates that among the keys to building effective customer experiences is producing alliance between content creative, advertising and web teams.
Those companies that use tools to facilitate streamlined workflows between business functions that are different are likely to demonstrate company performance. 43% of respondents, however, reported that their current tech setup is fragmented and inconsistent.
AI is seen as a key driver of customer experience implementation in large enterprises, where 24% said they’re making investments in the tech. The push towards AI adoption is often coming from the top of organisations. 57 percent of those respondents said their companies used AI, or intending to.
There remain substantial skills gaps at a large number of businesses. Businesses or 40% currently lack resources or the AI knowledge that they need to make their plans a reality.
“Digital means that clients now have more energy to engage with brands within their own terms,” John Watton, Senior Marketing Director, Adobe, said.
“This has changed the way companies interact with their clients, who expect great experiences as standard. For companies that put it is apparent the investments are paying off. But client experience cannot only be the remit of consumer or marketing solutions; it has to be driven through every role of the business enterprise, from IT and marketing to product design and development. By breaking down organisational silos and utilizing data and AI to unite analytical insight with design and creative capabilities, brands can offer stand-out experiences across each interaction.”