Gartner Research

Marketers Divert Customer Experience Funds to More Measurable Initiatives

Published: 20 October 2015

ID: G00277477

Analyst(s): Jake Sorofman, Simon Yates

Summary

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

Analysis

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

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