Businesses want to deliver first-class, personalised customer experiences for this year according to a new report. However, 54 per cent of global companies surveyed categorise their CX maturity as not very advanced.

The report, Digital Intelligence Briefing: 2019 Digital Trends from Adobe and Econsultancy said despite the need to be personal the implementation of marketing and CX technology continues to be fragmented.

From the report, 19 per cent said CX optimisation is the most exciting opportunity this year with 8 per cent calling their CX immature.

Paula Parkes, senior director of marketing, Adobe Asia Pacific said, “Our research indicates that as new techniques and practices related to customer experience emerge, organisations are struggling to keep up with the rate of change.

“Our priority is to work with brands to unlock the possibilities of customer experience management and accelerate their business transformation.”

Personalisation will remain an area of focus for organisations looking to provide an advanced customer experience. The report said 44 per cent of marketers claim the biggest challenge they face this year is ‘difficulty getting a holistic view of customers across all interactions’.

31 per cent of marketers see a lack of marketing technology integration as a barrier to securing an end-to-end view of audience and customer interactions.

Among 32 per cent of marketers, delivering personalised experiences in real time remains by far the most exciting prospect within the next three years.

Data use

The Digital Trends report showed most businesses globally are yet to implement effective, future-proof marketing and CX technologies.

From those surveyed, the majority of organisations are either basing their marketing activities on a ‘fragmented approach with inconsistent integration between technologies’ (46 per cent) or have ‘little or no cloud technology’ (18 per cent).

Results show 9 per cent of businesses globally have a ‘highly integrated, cloud-based technology stack’, despite last year’s report revealing that top-performing organisations were three times more likely than their counterparts to operate with one.

The adoption rates of integrated technology stacks still remain low however, there is an urgency to implement these tools.

55 per cent of respondents expect better use of data for more effective audience segmentation and targeting to be among the top three marketing-related areas jumping furthest up their organisation’s priority list in 2019.

When it comes to AI and machine learning, the report shows 50 per cent of respondents are already using or planning to invest in AI and machine learning.

Most of the executives in APAC seem positive about automation, with only 24 per cent claiming to be cautious. Furthermore, 24 per cent of APAC businesses state they have experienced a positive rather than negative impact from the increased focus on consumer data protection.

Parkes said, “Although organisations understand the importance of data-driven marketing and technologies like artificial intelligence and machine learning, there is a lag in implementation.

“Instead, many companies resort to using a patchwork of technologies, resulting in business fragmentation. At Adobe, we are dedicated to developing seamlessly integrated solutions that unlock data across the enterprise to deliver a platform for powerful customer experiences.”

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