Study Finds Investments In Customer Experience Are Paying Off

Companies that have committed to the customer experience--factoring in the people, processes, technology, and organizational structure required to facilitate it--are outperforming their peers, according to new research from Adobe, CMO.com's parent company. That's right: Organizations with a cross-team CX approach were nearly twice as likely to have exceeded their top 2017 business goals (20% vs. 11%), according to Adobe's 8th annual "Digital Trends" report, which surveyed almost 13,000 marketing, creative, and technology professionals in North America, Europe, and Asia-Pacific. Asked about top opportunities for 2018, optimizing CX came out on top, as indicated by 19% of respondents, ahead of data-driven marketing that focuses on the individual (16%) and creating compelling content for digital experiences (14%). The top strategic priority for organizations in 2018 is content and experience management. Almost half (45%) of companies surveyed ranked this as one of their three most important priority areas for the year ahead, with 20% who stated it is their primary focus.