Nine in ten (90%) UK marketers say achieving a joined-up on and offline customer experience is important, but only 4% admit to having achieved it, according to new research.
The study, from Econsultancy, was generated from a survey of 500+ marketers from both agencies and brands.
The study also asked respondents to identify the three greatest barriers preventing the improvement of multichannel customer experience.
Leading the way were issues around ‘organisational structure’, cited by 41% of respondents, followed closely by ‘complexity of customer experience’ (38%) and ‘difficulty unifying different sources of customer data’ (34%).
Based on Foviance’s Customer Experience Maturity Model, the majority of organisations described themselves as either ‘cluttered’ (24%) or ‘considered’ (44%) – categories that show both a lack of joined-up systems and processes.
On the flipside however, there were encouraging signs with 28% labelling themselves as “capable”; a category in which systems and processes are integrated but not fully harnessed cross-channel.
Econsultancy CEO Ashley Friedlein explains how these trends are shifting: “It’s clear that brands recognise the importance of joined-up marketing but face countless challenges when it comes to executing joined-up strategies effectively. Awareness is widespread, but the battle to actually implement integrated workflows is still taking place – and most marketers are losing out.”
The findings come as Econsultancy announces its second JUMP conference, at Old Billingsgate, London on 12th October 2011. Following last year’s sell-out event, JUMP will once again unite 1,250 online and offline marketers to learn how to better create integrated on and offline joined-up campaigns that break through the noise, use intelligent data, engage more deeply and convert more effectively.
“The future of marketing is all about creating joined-up marketing and customer experiences. JUMP will explore how best to do this via online and offline channels such as TV, print, direct mail, social media and search. Joined-up campaigns have come a long way in the last 12 months, from the likes of Match.com, Porsche and first direct, who’ll all be sharing their insights at JUMP,” said Friedlein.
JUMP takes place on 12th October 2011 at Old Billingsgate, London.
More information can be found at http://cometojump.com.
Source: http://econsultancy.com