Customer Experience Emerges as the Marketers' Next Battlefield

Archived Published: 24 October 2014 ID: G00265877


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Consumers now enjoy abundant choice and transparency. As this erodes traditional product-based competitive advantages, marketers must look to new sources of differentiation. This research reveals customer experience as the marketing leaders' next battlefield — and what this will mean for you.

Table of Contents

  • Analysis
    • A Boon for Customers, a Bust for Brands
    • The Next Battlefield for Differentiation
  • Impacts and Recommendations
    • Choice and transparency have put pressure on traditional product-based competitive advantages, forcing marketers to seek new, more sustainable sources of differentiation
    • Most companies are dissatisfied with their current customer experience capability, but they are making substantial investments to achieve excellence on a two-year horizon
  • Gartner Recommended Reading
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