Gatepoint Research partnered with iAdvize to survey US Marketing, Customer Experience and Strategy leaders to better understand new priorities emerging for digital customer experience.

1. Brands Survey
New Trends for
Digital CX
2 0 1 9 B E N C H M A R K S T U DY K E Y F I N D I N G S

2. Terrence Fox
Director of Strategy
Doug Barth
Today’s speakers
CEO, Founder

3. Survey Methodology
• Gatepoint Research has been generating industry research on behalf of technology companies since
1997. Their methodology uses a combination of identifying key executives within selected accounts
and inviting them to take brief, online surveys.
• Gatepoint Research partnered with iAdvize to survey US Marketing, Customer Experience and
Strategy leaders to better understand new priorities emerging for digital customer experience.
• Industries of invited executives were predominantly represented by ecommerce (consumer
electronics cosmetics, sports & outdoors, fashion, home improvement & decoration) automotive and
travel.
• Some of the companies we heard from include: Bed, Bath & Beyond, Lowe’s, Fanatics, Samsung,
Zulily, Marriott, Urban Outfitters, Home Depot…
• Titles of some of the executives who participated include: VP of Marketing, Chief Innovation Officer,
Executive Director CX, VP of Customer Service, Director of Strategy…
• The survey was fielded between October 2018 and January 2019, and a total of 104 US executives
have responded to date.

4. Digital CX is a top priority,
after growing revenue
Learning #1
of respondents say CX
is a top business priority66%

5. Grow revenue
Improve the experience of our customers
Accelerate our digital business
Increase influence and brand reach in the market
Reduce costs 38%
47%
51%
66%
79%
What are your organization's top business
priorities over the next 12 months?
Access full report here

6. #1 priority per industry
Automotive
Consumer
Fashion
Home improvement Sports &
Travel
& decoration
• Improving the CX
• Increasing the influence and
brand reach on the market
• Growing revenue • Growing revenue • Improving CX
• Growing revenue
• Increasing the influence
and brand reach on the
market
• Growing revenue • Reducing costs
• Growing revenue
👗
🏠
🧳 🚘
outdoors 👟cosmetics
Beauty & 💄
electronics 📱

7. Why it matters?
It’s not just about delivering a
premium CX in stores.
It’s about creating a premium CX
throughout the customer journey.
The environment has never
been so competitive >
Brands are differentiating
through CX

8. of organizations have
Marketing controlling
digital CX58%
CX is owned
by Marketing
Learning #2

9. Customer support
7%
Sales
9%
Each line of business has their own CX team
7%
Standalone CX team
19%
Marketing
58%
Which line of business in your organization
has primary responsibility for digital CX?
Access full report here

10. Why it matters?
CX led by Marketing instead of
Customer Service shows it is a
perceived as way to increase
revenue rather than reduce costs
Marketers have the lead on a
topic that goes beyond the
traditional Marketing silo and
spreads throughout the
customer journey

11. of respondents say CX
is a top business priority72%
Main purpose of CX is to improve
customer retention and loyalty
Learning #3

12. Improve customer retention and loyalty
Acquire new customers
Improve customer satisfaction and NPS
Improve ROI of customer acquisition
Build a competitive advantage 36%
43%
50%
67%
72%
digital CX objectives?
What are your organization's
Access full report here

13. Automotive
Consumer
Fashion
Home improvement Sports &
Travel
& decoration
👗
🏠
🧳 🚘
outdoors 👟cosmetics
Beauty & 💄
electronics 📱
• Improve customer
satisfaction and NPS
• Improve customer retention
and loyaltyt
• Improve customer
retention and loyalty
• Acquire new customers
• Improve customer
retention and loyalty
• Acquire new
customers
• Improve customer
retention and loyalty
• Improve customer
retention and loyalty
• Acquire new customers
#1 objectives per industry

14. Why it matters?
Brands benefit by adopting a long term view
of the customer journey supported by current
best practices in customer engagement
strategies.
The name of the game today is
customer retention rather than
customer acquisition.

15. Organizations are not confident
they’ll be able to deliver on CX expectations
41%
of respondents lack confidence
in their ability to deliver CX
expectations
Learning #4

16. How confident are organizations that their existing
1 2 3 4 5
17%
41%
30%
8%
4%
NOT CONFIDENT CONFIDENT
41%
digital CX approach will support their business priorities?
Access full report here

17. Level of confidence per industry
MOST CONFIDENT:
LEAST CONFIDENT:
Automotive 🚘
Home improvement
& decoration 🏠
Travel 🧳

18. Why it matters?
* Experience is everything: Here’s how to get it right, PwC July 2018
As consumers have very high
expectations, a poor delivery
on CX hurts brands*
32%
When do consumers
stop interacting with
a brand they love?
49%
After one
bad experience
After several
bad experiences
Brand and CX are now
merging to become
Brand Experience
Forrester CX Index has
seen very slim
evolutions over 2018

19. Main bottleneck to deliver a differentiated
CX is access to resources
40% of respondents say resources
is the #1 bottleneck
Learning #5

20. What are your bottlenecks
Research to
gain a deep
understanding
of customers
Tracking,
measuring
and analyticsExperience
design
Resources and
support
Process
implementation
40%
24%24%
29% 28%
to deliver a successful CX?
Access full report here

21. 1 2 3 4 5
11%
23%
25%
27%
13%
How significant of a bottleneck is accessing resources and support
SEVERE NOT A BIG DEAL
40%
in delivering a differentiated digital CX throughout the customer journey?

22. Why it matters?
The cross-functional dimension of CX
makes it complicated with siloed
organizations of businesses

23. Personalization is the #1 capability
to improve the digital CX
68% of respondents say personalization
is their #1 priority
Learning #6

24. Which of these outcomes would compel you
Personalizing customer engagement
Gaining additional insights about customers' needs and wants
Addressing customer needs in real-time 24/7
Providing more authenticity into customer engagements
Amplifying the voice of the customer 25%
30%
40%
58%
68%
to investigate additional digital CX capabilities?
Access full report here

25. Automotive
Consumer
Fashion
Home improvement Sports &
Travel
& decoration
👗
🏠
🧳 🚘
outdoors 👟cosmetics
Beauty & 💄
electronics 📱
• Personalization • Customer
insights
• Personalization
• Real-time & 24/7
engagements
• Personalization
• Customer insights
• Amplifying VoC
• Personalization
• Personalization • Personalization
#1 expectations per industry

26. Why it matters?
Marketing leaders who deliver
personalized and authentic CX
better poised to engage
‘always-on’ consumer
Imperative to evolve to
personalization - consumers
want to be part of the story
Brands need to evolve to
meet new consumers’
expectations

27. What is a brand to do?
Detect key
moments in the
customer journey
Deliver relevant and
personalized content
Engage
in real-time

28. MESSAGING + HUMAN + AI
A conversational experience platform
one single conversation
👍to simplify the customer journey
into

29. Hi! I am Nora.
I often take part in marathons,
and I love sharing my passion
for running!
Shoes AccessoriesApparel
Hi! I am Jamie.
I’m an e-gamer on my free time
and I love sharing my passion!
Computing KeyboardHeadphones
Hi! I am Marc.
I’m passionate about fashion,
and I love sharing my passion!
Jacket BeltShoes
Hi! I am Lena.
I have my own beauty salon,
and I love sharing my passion
for cosmetics!
Lipstick MascaraEye shadow

30. Boston (US) . London (UK) . Düsseldorf (DE) . Paris (FR)
+1 500 brands +60 countries + $1Bn additional revenue

31. Q&A
iAdvize
email: terrence.fox@iadvize.com
Gatepoint Research
email: dbarth@simplydirect.com
CONTACT US