Business and marketing experts agree that companies need to continue to invest in customer experience to improve business results. Failing to invest will leave companies behind. In fact, research shows that customer experience investments are indeed increasing. Small and mid-sized businesses were expected to have 34% more to spend on customer experience technology this year, according to a ZenDesk study.
Each year we’ve seen the martech landscape expand. There are thousands of platforms and services out there to service an organization’s needs. So where are organizations spending their money and resources?
Customer Experience Priorities Disconnect
“Looking from the outside in to figure out what organizations are spending to improve CX seems like a straightforward task but it’s not. You would think that today’s spending patterns would be a mirror image of what executives’ priorities are, but they’re not,” said Jeb Dasteel, founder of Dasteel Consulting.
Dasteel pointed out that in a recent survey from the Customer Strategy Alliance, the biggest CX investments are on programs that drive product adoption, the development of loyal customers into brand advocates, and process simplification to remove friction. The least amount of investment is on journey mapping, customer engagement programs, and value realization. Putting aside that all these things are important, there is more to this story.
“When you compare those survey results with the direct input I