Digital customer experiences are an increasingly important part of the marketing playbook, but many marketers lack the tools and know-how to take advantage of the tech that can improve them.
With the mountains of data available to marketers now, for example, data analytics and personalization could help executives better understand and reach their target audiences. But according to eMarketer, citing data from an Accenture Interactive and Forrester Consulting report, many marketers lack the skills necessary to implement customer experience strategies.
Specific marketers are not mentioned, but the survey "investigated actions executive decision-makers are taking to improve customer experience," from integrating customer experiences across channels to improving analytics, eMarketer said.
According to many of these same decision-makers, much of the fault for this growing inability to take action is internal. In the same Accenture and Forrester Consulting survey, many marketing executives point to a lack of necessary customer experience skills among employees. For example, less than 50% of respondents said their organizations had all the necessary skills related to customer experience disciplines such as project management and data analytics.
Internal issues were also the culprit for a lack of collaboration, eMarketer said. Fewer than half of respondents in the survey said that their employers had workspaces that fostered collaboration.