Customer experience management top strategic priority for 2018/19

A global survey of 13,000 marketing, creative and technology professionals has found that customer experience management has emerged as the top strategic priority for businesses in the coming year. The findings were published by Adobe and Econsultancy as part of the former’s Digital Trends report for 2018. 45% of respondents ranked customer experience as one of their three most important tasks in the next 12 months, with 20% listing it as their primary strategic focus. Many think that they are on their way to achieving that goal, with 62% claiming that they have a “cohesive plan”, as well as long-term vision and executive support for making it happen. The report suggests that one of the keys to building effective customer experiences is creating cross collaboration between creative, content, marketing and web teams. Those businesses that employ tools to facilitate streamlined workflows between different business functions are 62% more likely to show better business performance. 43% of respondents, however, reported that their current tech set-up is fragmented and inconsistent.