Companies that value design and creativity are much more likely to be leaders in customer experience (CX), according to new research published by Econsultancy and Adobe. The latest Quarterly Digital Intelligence Briefing, titled ‘The CX Challenge’, found that companies that are advanced in terms of customer experience maturity are three times more likely than other companies to say they are ‘definitely’ design-driven.
Three-quarters of respondents (75%) at CX-mature companies say that creativity is highly valued within their organizations, compared to only 58% of their counterparts at other companies. According to the research, based on a global survey of more than 2,200 marketers, respondents working at organizations that are advanced at CX are more than twice as likely to say that responsibility for CX is shared across the whole organization, rather than the responsibility of a particular department.
Out of a range of digital and offline channels and touchpoints, organizations are most likely to treat the desktop and mobile web experience as central to the overall customer experience, very closely followed by email. The complexity of the customer experience is seen by companies as the greatest barrier to an improved customer experience, viewed as a top-three obstacle by 37% of in-company respondents. According to agency respondents, lack of overall strategy (45%) is the biggest problem.
Only 8% of companies view themselves as ‘very advanced’ in terms of customer experience maturity, that is to say: ‘their strategy and technology are well aligned around CX to successful effect’. Some 42% rate themselves as ‘quite advanced’ but these companies are outnumbered by those who say they are ‘not very advanced’ (45%). Five percent of companies rate themselves as ‘immature’.
John Travis, VP, EMEA Marketing at Adobe, said: “The complexities of customer experience are significant, and it’s more than just getting the hang of new technologies. This report reveals that delivering a consistent and relevant customer experience across all touchpoints is indeed challenging, but businesses are stepping up to that challenge and finding success.”
The research also found that:
- Organizations are less mature when it comes to the mobile customer experience specifically, with only around one third (35%) regarding themselves as ‘quite advanced’ and a further 6% claiming to be ‘very advanced’ (6%).
- More than half of respondents (51%) agree that the mobile experience increasingly defines their brand, while more than two-thirds (69%) say they focus on the cross-device customer experience.
- Half of respondents (50%) at CX-mature companies say they have the processes and collaborative workflows they need to achieve a design advantage, compared to 24% of respondents at other companies.
- A fifth of companies (21%) are embracing the Internet of Things (IoT) as part of their customer experience efforts and a further 55% are either actively planning for this (20%) or thinking about it (35%). An ‘improved customer experience’ (79%) is deemed to be the most significant benefit for brands embracing the IoT, followed by increased ‘data and insights about customers’ (66%).