How Will the Next 12 Months Shape the Future of Customer Experiences?

Lucas Jones  |  November 1, 2016

Lucas Jones  |  November 1, 2016


In the past few years, customer experience has evolved from being a buzzword to becoming one of the most integral parts of business strategy. According to Forrester Research, it is now the number one strategic priority for business, as it becomes a key competitive differentiator.

Yet, despite a continued resource investment from businesses to improve digital customer experiences, our research shows that there is still work to be done. We asked businesses where they see their investment focus over the next 12 months. Their responses involve three key areas.

1. Reviewing and improving internal processes

As previously discussed, customer experience teams face a number of internal challenges to make meaningful changes to digital experiences.

In order to be successful in today’s ever-changing digital landscape, businesses have to be adaptable to changing consumer needs and competitive factors. In response to this, almost 6 in 10 of businesses are going to focus on updating and improving internal processes over the next 12 months.

Activity Focus.pngBusinesses are also committed to creating or growing dedicated customer experience teams in the coming year, with over half looking to improve their internal teams by investing in additional human resources and training.

2. Investing in evidence-based tools

Our research finds that businesses are generally happy with how they measure customer experience, with only a third looking to invest in different tools.

In our previous blog post, we discussed how businesses were increasingly turning to evidence-based tools to better improve their understanding of user behavior, this trend is set to continue over the next year. Over 8 in 10 businesses are planning to increase or maintain their investment in customer experience analytics platforms and Voice of Customer tools also likely to see similar levels of investment.


3. Prioritizing activities that will enhance existing digital customer experiences

The next 12 months will see businesses increase their focus on other areas in the pursuit of improved digital experiences. Mobile is likely to be an important investment focus in the coming year, with nearly half of businesses listing it as high priority.

Our research shows that businesses are also increasingly looking towards content marketing in an effort to stand out in the crowded digital marketplace.

Priorities.pngAt the other end of the investment scale, businesses are placing a lower priority on wider marketing programs to attract new traffic, such as a brand or website refresh, in favor of converting existing visitors.

To discover more insights into how customer experience is measured in business, download your free copy of our survey report by hitting the image below.

Customer Experience Report

Lucas Jones

Written on November 1, 2016 by:

Lucas Jones

Lucas works in marketing at Decibel Insight.


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