Senior marketers believe that they will have responsibility for customer experience management at most enterprises by the end of the decade, according to new research by the Economist Intelligence Unit (EIU) and Marketo. In its report The path to 2020: Marketers seize the customer experience, EIU questioned 499 CMOs and senior marketing executives from large enterprises around the globe.
The vast majority - 86% - of survey respondents say marketing will own the customer experience by 2020, as they believe that taking responsibility for generating a personalised, efficient and consistent customer experience will help their organisations drive customer loyalty and brand value.
Survey respondents cited raising customer loyalty and brand perception as the top benefits they aim to realise through a more positive customer experience. However, they also acknowledge that being responsible for customer experience management in their organisations will create challenges for them going forward.
In particular, senior marketers noted that the main objective will be to achieve a single view of the customer that will allow them to engage in two-way, personalised conversations across devices, channels, locations and physical objects.
In other findings, survey respondents believe that the top channels to market to customers by 2020 will be social media (63%), the internet (53%), mobile apps (47%) and mobile web (46%).