April 17, 2019
Nearly half, 48%, of brands have a dedicated digital experience team to drive and shape customer experience and journey.
That's the finding of a Clicktale report, and the results illustrate how the digital experience is gaining in importance.
Prior to the digital team effort, most digital experience strategy fell under marketing teams and digital technology teams, according to a press release on the research findings.
The Defining Digital Experience study reveals ownership of digital experience is still a shared affair in many organizations, with 44% merging the digital customer experience strategy work with other departments.
"Digital experience is now a key differentiator for businesses, almost ahead of the products they sell and the prices they charge. Many businesses today get few actual face-to-face interactions with customers. So, if brands want to foster loyalty and repeat revenue, it's becoming ever more important to understand customers beyond just demographics and purchase history," said Clicktale CMO Sara Richter in the release.
"Assigning a dedicated team may be a great first step to building this understanding, but without the right data and analytical ability, it's difficult to create and shape an effective digital experience approach," she said.
