Study: Customer experience crucial to marketing

San Jose, Calif. - Customer experience optimization is becoming an increasingly critical discipline as organizations enter a new era of marketing. Ninety-six percent of companies deem customer experience optimization as "important," with more than two in five companies (41%) claiming that this is now a "high priority" for their organization, according to the study.



According to a new study of more than 600 companies and agencies from Ensighten and Econsultancy, 94% of respondents believe doing so will result in higher engagement and conversion rates. Furthermore, 66% also cite better brand perception as part of the resulting upside.



However, nearly two-thirds (62%) often feel overwhelmed by the volume of incoming data, and 85%t are unable to extract the full value from the data sources they have access to. Just 3% of businesses claim they have a strong capability when it comes to using cross-channel or cross-device data for either real-time website or mobile app personalization.