Gartner Research

Customer Experience Emerges as the Marketers' Next Battlefield

Published: 24 October 2014

ID: G00265877

Analyst(s): Jake Sorofman


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
  • Impacts


  • 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

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