Customer Experience 2017: The Journey Toward Customer-Centricity Continues - eMarketer

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Customer Experience 2017: The Journey Toward Customer-Centricity Continues

eMarketer Report

By: eMarketer

Published: April 25, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Every interaction with a consumer is a chance for a brand to surprise and delight—or a missed opportunity to do so. The promise of data-driven marketing is that brands will be able to ensure each touchpoint is part of a cohesive and customized omnichannel experience. But marketers still have work to do to enshrine a customer-centered approach to the brand experience.

  • Marketers are making improvements to the customer experience a priority, on traditional as well as digital channels. And they expect better business outcomes from their efforts.
  • The store experience is a significant focus for retailers, which are looking to leverage digital tools and technologies to make in-store shopping more personalized and relevant.
  • Digital experiences, meanwhile, are also becoming more store-focused, as brands recognize the realities of a nonlinear, omnichannel customer journey.
  • Consumers are not necessarily thinking about the customer experience as such—but they do expect to be able to get what they want quickly and easily regardless of channel, and they don’t want brands to disappoint them.
  • Better understanding of customer journeys—as well as the ability to record all interactions and touchpoints with a given customer in one location—can help marketers deliver real-time, customized brand experiences. But marketers have a long way to go to wrangle the data and make it happen.

"For many of internet users, the customer journey is no longer a linear one: It often extends across channels, according to research from ForeSee."

Table of Contents

The Data-Driven Customer Experience Eludes Marketers

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Marketers Make Progress

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Who Owns the Experience?

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Conclusion

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19 charts are included in the full report:

Customer Experience 2017: The Journey Toward Customer-Centricity Continues

Locations/Channels Where US Internet Users Begin and Complete Purchases, Dec 2016 (% of respondents)

The Data-Driven Customer Experience Eludes Marketers

Executives Worldwide Whose Use of Data Analytics Has Noticeably Shifted Their Ability to Deliver a Superior Customer Experience, Currently vs. in 2 Years, Feb 2016 (% of respondents)

Current Ability of Their Company to Deliver Real-Time Experiences to Their Customers According to Marketers Worldwide, Q1 2017 (% of respondents)

Current State/Capabilities of Their Company's Customer Data Strategy/Accessibility According to Marketers Worldwide, Q1 2017 (% of respondents)

Locations/Channels Where US Internet Users Begin and Complete Purchases, Dec 2016 (% of respondents)

Ability of Their Company to Associate Their Customers' In-Line* Analytics According to Marketers Worldwide, Q1 2017 (% of respondents)

Types of Analysis/Modeling Used by Marketing Executives in North America for Their Customer Experience Analytical Model, by Company Performance, Oct 2016 (% of respondents)

Primary Challenge of Executing Their Data-Driven Customer Experience Strategy According to Marketers Worldwide, Q1 2017 (% of respondents)

Marketers Make Progress

Areas in Which Their Company Currently Conducts User Research According to Customer Experience Professionals* Worldwide, Dec 2016 (% of respondents)

Channel-Specific Optimization

Digital Channels that Client-Side Marketers Worldwide* Have Optimized to Enhance the Customer Experience, Nov 2016 (% of respondents)

Behaviors of US Internet Users Who Have a Great Customer Experience, by Channel, Dec 2016 (% of respondents)

Improving the In-Store Experience

Tactics to Improve the In-Store Experience According to Retailers Worldwide, June 2016 (% of respondents)

Omnichannel Advancements

Digital Experience Goals According to Senior Marketers Worldwide, H2 2016 (% of respondents)

Leading Point-of-Sale (POS) Priorities for 2017 Among Retailers in North America (% of respondents)

Leading Customer Engagement Priorities for 2017 Among Retailers in North America (% of respondents)

US Internet Users' Primary Attitude Toward Personalized Ads, by Age, Feb 2017 (% of respondents in each group)

Reasons that US Internet Users Block Digital Ads, Oct 2016 (% of respondents)

US Internet Users Who Prefer vs. Don't Prefer to See Personalized Ads, by Age, Feb 2017 (% of respondents in each group)

Customer Service

Customer Service Options Used by Retail Executives in North America, April 2016 (% of respondents)