For the second time in a week, a study reported a big gap between what marketers think about customer experience (CX) and what they're doing about it.
Last week, IDC analyst Mary Wardley noted the challenges faced by marketers who want to optimize customer experience within their organizations. This week, CX technology provider SDL is reporting "an important disconnect" in perceptions among retail marketers that may give an advantage to competitors.
Retailers are overwhelmed by the complexity of data, technology and understanding of the customer journey, SDL CMO Paige O'Neill noted in a statement that accompanied the study. Echoing Wardley's take, O'Neill said the "mastery of customer experience is a challenge with many facets."
According to SDL, which conducted the survey during the fourth quarter in collaboration with Econsultacy, respondents included more than 250 senior marketers at North American retailers with average sales of almost $500 million.