In Acquia’s Customer Experience Trends Report Australia 2019, we uncovered some interesting findings; not only is there a worrying disconnect between different marketing solutions, platforms and customer data repositories, but today’s customers have very clear expectations of the level of experience that brands should be offering- and are willing to switch brands the instant these expectations aren’t met. In this final CX report post, we delve into another theme: shiny new thing syndrome.
Getting the basics right
With the rise of artificial intelligence (AI) and the internet of things (IoT), there’s often a pressure for marketers to prove that they’re at the top of their game by not only being aware of these technologies but actively including them in their strategies. The temptation to become technology-led, not customer-led, often results in an experience that’s overly complicated and difficult to manage. In our CX report findings, there were signs that marketers may already be too focused on AI for AI’s sake, with 84% saying that they’re looking forward to AI improving brand experiences (versus just 49% of consumers feeling the same way).
While marketers are focusing on AI, they’re potentially missing fundamental problems with their customer experiences; almost half (48%) of consumers say they have encountered fundamental issues such as slow and ‘glitchy’ websites, and the same number say they often struggle to find the information they need on brand websites.
An underlying cause (or perhaps symptom) of the challenges marketers face with technology is the number of different solutions on offer. The latest tally on available marketing technologies is a whopping 6,829 (Chiefmartec.com), and most marketers are still opting for multiple solutions to achieve their goals, rather than one holistic platform.
In Australia, 37% of marketers are working with between 4 and 6 different vendors, and 18% are working with between 7 and 10. Working with lots of different technologies is fine, as long as they’re helping marketers to achieve the end goal of creating an exceptional customer experience; unfortunately, instead of solutions, these growing tech stacks are creating headaches, with 63% of marketers say they’re dealing with technology that is too complex to create good customer experiences.
The data disconnect
Unsurprisingly, another complication of working with multiple technologies is the creation of data silos. In fact, 85% of marketers surveyed cited ‘data siloed in multiple systems’ as a problem, and 88% recognise that being able to connect and understand this data better would enable them to more effectively automate customer experiences.