Gartner Research

Marketers Divert Customer Experience Funds to More Measurable Initiatives

Published: 20 October 2015

ID: G00277477

Analyst(s): Jake Sorofman, Simon Yates


Customer experience is the new competitive battlefield, but casualties are mounting. This research explains how marketing and customer experience leaders can balance their thinking to win the battle without the risk of losing the war.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Customer experience ranks low on the list of increased expectation of marketing by senior leadership, spurring reallocation of resources to more immediately impact revenue
  • Technology in support of the customer experience dropped from the top-ranked marketing technology investment last year to the fourth-ranked this year, suggesting that marketing and customer experience leaders are conserving resources in the absence of clear strategy

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.