Providing a reputable digital experience for customers is important for marketers because it is one of the main ways that brands can differentiate themselves from competitors, according to Adam Kleinberg, CEO of ad agency Traction.
“In order to improve your customer experience, you need to understand the customer journey in relation to your brand and then identify moments of friction you can fix or moments of delight you can build upon,” Kleinberg said. “Analyzing data is essential to identify these insights, which can become business-building opportunities.”
The results of this survey are in line with previous research. A 2016 study by Forbes Insights and SAS found that 90% of executives worldwide who use data analytics noticed it improved their ability to deliver a superior customer experience.
According to a January 2018 survey of US senior decision-makers conducted by Verndale, big data/analytics was listed as the most important emerging technology for enhancing customer experience, cited by 63% of respondents.