Marketing’s Role in Customer Experience
July 16, 2020
According to an Accenture study, 90% of B2B executives cite customer experience (CX) as very important to achieving their companies’ strategic priorities. But only 20% excel at it and see strong returns on their investment.
Why are the other 80% of companies failing? Often the cause stems from misalignment between CX goals, strategy, and execution. Although companies understand the importance of CX, they struggle with the “how” of implementing it.
To capitalize on CX potential, experience design and implementation must be fully integrated into everything an A/E/C firm does—from its long-term strategy to daily actions and across all functions, departments, and communications.
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Article, written by Marketer contributing editor Ida Cheinman, first appeared in Marketer journal.