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The Customer Experience is a Focal Point in 2015

Posted on 2.02.2015

The customer experience will be a focal point of 2015, as new research from SDL and Econsultancy reveals that more than 80 percent of retailers plan to increase their spending in this area this year.

The “Retailer’s Imperative: A Strategic Approach to Customer Experience” survey was sent to more than 225 senior marketers at North American retail companies with annual revenues of more than $100M. The survey found that the majority of retailers are increasing their customer experience budgets, with one in three respondents planning a significant increase of more than 10 percent.

“Mastery of the customer experience is a challenge with many facets. Retailers are overwhelmed by the complexity of data, technology and understanding of the customer journey,” said Paige O’Neill, chief marketing officer at SDL. “Our latest research indicates that North American retailers are acutely aware of their technological shortfalls when it comes to creating a seamless, personalized customer experience across multiple channels.”

The survey results show that none of the respondents plan to reduce their customer experience commitment in 2015, and nearly half strongly agree with the statement “our customer experience is our brand.”

Survey respondents were also asked about the ways they can differentiate themselves and attract new customers. The responses show that 54 percent of retailers pointed to product offerings, while 45 percent cited price. Moreover, 45 percent of respondents also say that content is a tool that can be leveraged to grow their audience, often times in tandem with social reach.

Lastly, the study shed light on the mobile customer experience. According to the findings, more than 50 percent of respondents say they have a strong understanding of the mobile user experience. That said, only 35 percent of retail marketers believe they can differentiate using mobile.

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