Can You Detect When Digital Customers Are Struggling? - eMarketer

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Can You Detect When Digital Customers Are Struggling?

13% felt their organization has no useful capability in detecting customer struggles

August 23, 2016 | Retail & Ecommerce

For marketers looking to decode the customer journey, understanding customer pain points can be helpful. According to April 2016 research, almost three-quarters of executives in North America said they have at least some capability to detect when and how digital customers are struggling.

Ability of Their Company to Automatically Detect When and How Digital Customers Are Struggling According to Executives in North America, April 2016 (% of respondents)

Econsultancy, in partnership with IBM, polled 225 executives a from large firms in a variety of industries in North America.

For the most part, execs believe their company has the ability to automatically identify when customer struggles take place. For example, one in five respondents said their company has a strong capability in knowing where, when and how customers struggle. Nearly a third of respondents said their organization has a significant capability in doing so, and 19% said their company has some capability.

However, not everyone was confident in their company’s capability to automatically detect when and how digital customers were struggling. Indeed, some felt their company only has a limited ability in detecting customer struggles. And 13% felt their organization has no useful capability of doing so at all.

US Senior Marketers Who Are Confident in Their Company's Understanding of the Customer Journey, March 2016 (% of respondents)

By and large, marketers aren’t very confident in their organization’s understanding of the customer journey. Separate research from Millward Brown Digital revealed that less than half of marketers feels confident their organization understands the customer journey. But this is likely because as consumer behavior continues to shift, marketers are having a hard time keeping up.

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