Acquia, the digital experience leader, today released its annual Customer Experience (CX) Trends Report. Based on findings from a survey of marketers and consumers, the report highlights marketers’ desire to deliver digital customer experiences intuitively, with the ability to be fast to market, create clear customer journeys across digital channels, and generate human-centric content as top priorities.
Acquia will share key findings from the report for marketing and technology leaders at Engage Boston, the first stop on its 2023-2024 Digital Freedom Tour.
Marketers Strive for Excellence as the Ground Shifts Beneath Them
83% of marketers say their organization is under pressure to deliver content differently to ensure they stand out to customers and prospects. Nearly all have recently changed their digital customer experience strategy to try to meet goals — often with little to no additional budget.
To better understand how marketers are juggling these demands, the survey asked what martech initiatives they believe have the greatest impact on digital customer experience. The top factor cited (35%) is ability to gather enough data about consumer preferences to create productive digital experiences, followed by (24%) ability to create enough personalized content.
Marketers say they’re looking to artificial intelligence (AI) to help, with nearly half (45%) sharing that generative AI is one of the top technologies having a positive impact on CX. Consumers, however, have mixed feelings about encountering use of AI on brands’ digital platforms. Only 40% report they have a positive emotion when they come across use of technology such as an AI chatbot.
Digital Experiences Must be Human-Centric
Creating digital experiences that are designed for everyone to use, regardless of their abilities, is not only required from a standards and compliance standpoint, but adds business value. Creating accessible digital experiences is a top priority for 68% of marketers in the U.S., with the majority of remaining respondents saying they “try to make our experiences accessible when we can.” This points to an opportunity for more marketers to reach customers if they have the right tools.
There is also an opportunity for marketers to build trust with consumers to earn their willingness to provide first-party data as the industry looks ahead to the complete phase-out of third-party browser cookies in 2024. Roughly two-thirds (66%) of consumers say they get frustrated when brands appear to market to them because they searched about them or a similar brand online. Only 58% of consumers say they like it when brands seem to know their interests or preferences.