Leading CMS provider Sitecore survey 800 Marketing and IT professionals and found the 42% of respondents revenue came through online channels, only 14% of budgets were spent on the customer experience. The findings suggest that many brands are too narrowly focused on the purchase transaction at the expense of the entire customer journey. Less than a quarter prioritising post-purchase and less than a third seeing pre-purchase phases as most important.
The results didn’t indicate why this discrepancy, but in my experience, much of this is due to the nature of the siloed organisational structures. Separate teams are responsible for demand generation, running the e-commerce platform and then post sales support. This separation of duties and more than likely different technology platforms run by each team, creates unnecessary discontinuities in the customer experience.
Leading organisations know that customer experience is the primary driver for success, and that agile, flexible CRM technology provides the backbone from which orchestrate every interaction across the entire customer journey.
despite 73 per cent of survey respondents agreeing that customer loyalty is lost without a focused brand experience, organisations are still not providing a holistic experience online that spans across web and commerce systems. The research also uncovered a number of key challenges for brands wanting to maximise returns from commerce. Chief among them is that more than a third of brands (36 per cent) that use a Web content management solution (CMS) are unable to personalise the purchasing experience, and 33 per cent lack insight into and data about the purchasing experience. For IT providers, the top three challenges include the ability to integrate new solutions into legacy systems (51 per cent), the struggle to deliver a seamless customer experience (51 per cent), and an ability to deliver constant innovation (50 per cent).