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1 in 3 marketers see complex customer journeys as the biggest barrier to customer experience

As retailers look at how changing consumer habits impacted sales over the holiday period,Williams Lea Tag and the DMA have found that over a third of marketers believe that today’s complex customer journey landscape is the single biggest barrier to delivering a consistently good customer experience. The biggest challenge faced by marketers today is limited internal resource according to the findings in the joint Williams Lea Tag and DMA ‘Evolving the customer journey’ whitepaper, which is based on a survey of 150 UK marketers and contains case studies from leading UK brands.

The report also reveals the differing goals B2B and B2C brands have when it comes to their marketing strategies. While 80 per cent of B2B marketers view sales as a key aim for communications campaigns, only 34 per cent of B2C marketers share that view. For direct to consumer brands, engagement (86 per cent), brand awareness (72 per cent) and long-term loyalty (72 per cent) were the most frequently stated goals.

While the complex customer journey landscape is the biggest barrier to customer experience, only 28 per cent of marketers feel it is one of the biggest challenges they face today. Instead limited internal resource (56 per cent), inefficient processes (46 per cent), limited budget (44 per cent), lack of internal digital integration (35 per cent) and a lack of talent or skills within their organisation (35 per cent) are the five biggest challenges most frequently chosen by marketers today. 

However, brands are responding to the needs of marketers and over half of those surveyed revealed their firms were creating more digitally led products and services (58 per cent), assessing the impact of digital on their customers (55 per cent), transforming IT to become more agile (54 per cent) and researching brand new digital initiatives (53 per cent).

Jonathan Simpson-Dent, EMEA CEO of Williams Lea Tag, commented: “Managing the different customer touch points on the path to purchase is front of mind for marketers but internal barriers are often getting in their way. Successful brands are showing the way by utilising digitisation to be able to better manage online and offline experience in truly integrated marketing campaigns. Working with the right marketing activation partners empowers these brands to engage and work with different partners on both global and local levels.”

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