Acquia：在充满挑战的时代创造引人注目的客户体验 State of the Marketer Creating Compelling Customer Experiences in Challenging Times

StateoftheMarketer:

CreatingCompelling

CustomerExperiencesinChallengingTimes

CustomerExperience(CX)TrendsReport

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page02

TableofContents

04

AbouttheSurvey

03

ExecutiveSummary

05

MarketersStrive

forExcellenceas

theGroundShifts

BeneathThem

09

ContentCreators

PrioritizeCapabilities

ThatMovetheNeedle

forCX

25

BuildTrustWith

ConsumerstoEarn

theDataThatFuels

EffectiveDigitalCX

19

MarketersExperience

WinsandSetbacks

14

ADeeperDiveInto

aTransformative

Technology

31

Summaryand

Takeaways

inCreatingEngaging

CustomerJourneys

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

ExecutiveSummary

Intoday’scrowdeddigital

landscape,marketersstruggle

tobreakthroughwithdigital

customerexperiences(CX)that

areproductiveandfrictionlessfor

theuser.

Therapidpivottodigitalthat

manyorganizationsexecuted

duringthepandemicisprojected

tocauseadurableshiftinthe

wayconsumersandbusinesses

makepurchases,with

evenmore

commerceprojectedtomove

online

throughatleast2025,

accordingtotheU.S.Department

ofCommerce.

Tosucceedinthisenvironment,

it’simperativethatmarketers

findwaystodifferentiatetheir

organizationsandbreakthroughthedigitalcacophony.Theymust

beabletocreateandbringto

marketcompelling,productive

digitalexperiencesacrossall

areasofthebuyingandcustomer

servicecycle.

Marketersshouldbeableto

delivertheseexperiences

intuitively.Speedtomarket

withcompellingwebsites,

commercesites,mobile

applications,digitalsignage,

portals,orintranetsfor

employees,students,or

patientsismandatoryas

marketersexperimentand

iterate—particularlywiththe

riseofartificialintelligence(AI).

Aclearcustomerjourney,

poweredbyanorganization’scustomerdataandcontent,isalsocriticalandshouldenable

interactionwiththebrandin

aconsistentmanneracross

Page03

digitalchannels.Itshould

alsodrivetowardthedesired

outcomeforthecustomerand

thebrand.

Finally,digitalexperiences

mustbehuman-centric.

Toreflectpreferencesand

humanfactorssuchasculture

–aswellasprotecttrust

inthebrand–thedigital

experiencesanorganization

deliversshouldbeaccessible,

usable,andsafe.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page04

AbouttheSurvey

Togainaperspectiveonthesetopics,weworkedwithVansonBournetocollecttheviewsof3,000consumersand300marketersinAustralia,

theUnitedKingdom,andtheUnitedStatesinSeptember2023.

PleasenotethattheglobalCX

trendsreportwepublishedin

2022includessurveyresponse

datafromconsumersand

marketersintheU.K.andthe

U.S.only.Inareaswherewe

compareyear-over-yeartrends

inthisreport,in2021and2023respondentsfromAustraliawere

included,butnotincludedin

2022data.

Participantswereevenlysplit

acrossthethreecountries.

Thesurveyexploresshiftsin

expectationsfrommarketing

decisionmakersandconsumers

aboutcustomerexperience,AI

andmarketingtechnology,and

consumerdataprivacy.Aswe

examinetheseresearchfindings

andimplications,we’lldiscuss

howbrandsareadaptingtothe

changinglandscapeandkey

lessonslearned.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page05

Section1

MarketersStrivefor

ExcellenceastheGround

ShiftsBeneathThem

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page06

83%

ofmarketerssaytheir

organizationisunder

pressuretodelivermarketing

contentdifferentlyto

ensuretheystandoutwhen

representingtheirofferings

tocustomersandprospects.

Marketingdecisionmakers

areconstantlyrewritingtheir

playbooksastheygrapplewith

uncertaintyaroundbudgets,theeconomy,consumerpreferences,andmore.Nearlyall(99%)report

thattheyhavechangedtheir

digitalCXstrategyoverthepast

18months.

Contentisattheheartof

digitalCX,andmarketerswho

areworkingtocreatebetter

experiencesandrespondquickly

toachangingmarketplace

understandtheycan’tkeepdoing

thethingstheyhavedonein

thepast.Theyalsoknowthey

can’tnecessarilycountonbig

budgetincreasestosupporttheir

ambitiousplans.

Indeed,manymarketingteams

arebeingaskedtodomore

withless.InMay2023,Gartner

reportedthat71%ofchief

marketingofficersbelievedthey

didn’thaveadequatebudget

toimplementtheirstrategies

.

Theresearchersalsofound

thatmarketingbudgets,asa

percentageofcompanyrevenue,

wereessentiallyflatthisyear.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page07

Annual2023

BudgetsforDigitalMarketingand

CXToolsVary

GreatlyAmongOur

Respondents

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

only

64%

expectabudgetincrease

Page08

Thequestionaskedinthesurveywas:

Whatisyourorganization’sannual2023budgetfordigitalmarketingandcustomerexperiencetoolsinUSD?

0%

0%

5%6%

Lookingahead,thebudget

pictureisn’tencouraging.

Forresterreportsthat

only

64%ofCXleadersexpect

abudgetincreaseforCX

initiativesin2024

and

16%expecttospendless

overallthanthisyear.In

addition,only54%expecttospendmoreonheadcount,

indicatingthatwhilecosts

11%

19%

Lessthan$10,000(pleasespecifyinfull)

Between$10,000-$50,000

Between$50,000-$100,000

Between$100,000-$250,000

Between$250,000-$500,000

Between$500,000-$750,000

24%

20%

Between$750,000and$1million

14%

Between$1millionand$5million

Between$5millionand$10million

1%

Morethan$10million(pleasespecifyinfull)

willincrease,budgetownerswillbeexpectedtodomore

withthesamebudgets.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page09

Section2

ContentCreatorsPrioritize

CapabilitiesThatMovethe

NeedleforCX

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page10

Evenmarketerswithhealthy

budgetsneedtofocusonwhere

toplacetheirbets.Marketing

decisionmakersmustfocusonthe

initiativesthathavethegreatest

impactondigitalCXandcan’t

affordtoputtimeandresources

intoeffortsthatdon’tyieldresults.

Teamsshouldfocusonstrategiesthatleveragetheircustomerdataandcontenttobuildexperiences

thatincreasecustomer

engagement,boostrevenue,and

produceotherdesirableoutcomes

—whilecreatingoperational

efficiencieswheneverpossible.

Marketerswere

askedwhatthey

believetobethe

singlemostimportantfactoraffecting

digitalCXoverthepast18months:

35%

Abilitytogatherenoughdataaboutconsumer

preferencestocreateproductivedigitalexperiences

24%21%

19%

Abilitytocreateenoughcontentthatis

sufficientlypersonalizedforcustomers

Abilitytomoveseamlesslybetween

deliveringonlineandofflineexperiences

Risingconsumerexpectationsfor

qualityofonlineexperiences

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

ofmarketersidentifyCMSasa

top-rankedtechhavingapositiveimpactonCX.

Page11

98%

saytheirorganization’s

returnoninvestment(ROI)

formartechtoolshas

improvedin2023.

Ofcourse,marketersneedthe

righttoolsintheirmartechor

digitalexperienceplatform(DXP)tosuccessfullyaccomplishtheir

goals,andmanyaren’trelyingon

ITtochoosesolutionsforthem.

Morethantwo-thirds(69%)say

thatthedecisionmakersitswithin

marketingandonly21%withIT.

Thesetech-relateddecisions

appeartobepayingoff.

Almostallmarketers(98%)say

theirorganization’sreturnon

investment(ROI)formartechtoolshasimprovedin2023.

Sometechnologiesareshining

particularlybright,includingAIforcontentcreation.Nearlyhalf(45%)ofmarketerssaygenerativeAI

suchasOpenAI’sChatGPTisoneofthetoptechnologieshavinga

positiveimpactonCX.

Marketersarealsoreaping

benefitsfromtheircontent

managementsystems(CMSs).Thesetoolsstoremanycontent

types,managethatcontent

throughitslifecycle,andpublishittoanorganization’swebsiteand

otherdigitalchannels.

41%

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page12

GlobalMarketersAreUsingaMixofTechnologiesto

ImproveTheirCX

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page13

45%

AIforcontentcreation(generativeAIsuchasChatGPT)

41%

38%

Contentmanagementsystem(CMS)

Customerrelationshipmanagement(CRM)

36%

Contentmarketing

Thequestionaskedinthe

surveywas:

Whichtechnologiesinyourorganization’smarketingtechnologyordigitalexperienceplatformhavethe

biggestpositive

impactoncustomerexperience?

33%

30%

30%

Marketingresourcemanagement(MRM)

Marketingautomationplatform

Customerdataplatform(CDP)

27%26%

26%

Commerceengine

Accountbasedmarketing(ABM)

Chatbot

24%

Digitalassetmanagement(DAM)

21%

17%

16%

Customerjourneyorchestration

Emailserviceprovider

Personalization

14%

9%

9%

Productinformationmanagement(PIM)

Intentdata

Videoplatform(excludingYouTube)

2%

Webanalytics

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page14

Section3

ADeeperDiveIntoa

TransformativeTechnology

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page15

Formarketers,traditionalAIhasbeenaboon

foryears.Customerdataplatforms(CDPs)that

arepoweredbyAI,forexample,giveusersthe

powertounderstandthedesiresandpreferences

ofmillionsofindividualsatthelevelrequiredto

personalizecontent.

Marketersareexcitedabout

howthenewestformofAImaychange–andformanyisalreadychanging–thewaystheycreatedigitalexperiences:

96%saytheirorganization’sROIonAItechnologyishigh

96%arealreadyusinggenerativeAI

tocreatecontent

96%areoptimisticaboutthepotentialforefficiencygains

97%areoptimisticaboutthepotentialforcreativitygains

97%areoptimisticthatAIwillhelpthemservecustomersfaster,likewithchatbots,

orbetter,likewithAI-generatedcontent

96%96%96%97%

97%

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page16

46%

ofmarketersplan

toinvestinAIfor

contentcreation

nextyear.

Still,whilefervorisrunninghigh,

manymarketersknowthere’s

alottheydon’tknowabout

AI.Overone-third(39%)cite

“understandinghowtouseAI”amongtheirbiggestmartechor

digitalexperiencechallenges.

Inaddition,88%say

theyareconcerned

aboutthepotential

impactonprivacyor

securityofusingAI

inmarketing.

There’sanotherbighurdleto

overcome:Gettingconsumers,

theultimatearbiters,onboard

withAI-poweredCX.Consider

thatonly48%ofconsumerssay

theylikeusingachatbotona

brand’swebsitetogetanswersto

someoftheirquestions.

Howopenconsumersfeeltoward

thissortoftechnologyappears

tovarytosomedegreebyage,

with62%ofGenZrespondents

sayingtheylikeusingAIchatbots.Thenumberssteadilydecreaseto57%ofMillennials,42%forGenX,andanevenlowerpercentageof

BabyBoomers,at29%.

AItoolspromisetospeedcontentcreationandtodeliverinnovative

digitalexperiences.Marketers

shouldensurethatthecontent

andexperiencesstillsupportthe

brandessenceandthattheuser

experienceremainscarefully

orchestrated.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page17

NoMatterHow

YouSliceit,There’sAnEnthusiasm

GapBetween

Marketersand

ConsumersAbout

AI-CraftedCX

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page18

Thequestionaskedinthesurveywas:

Whichofthefollowingemotionsdoyouexperiencewhenyou

encounteranorganizationusingAIontheirdigitalplatforms?

(Forexample,organizationsusingachatbotontheirwebsite.)

40%haveapositiveemotion

41%haveanegativeemotion

and28%areneutral

49%ofmenhaveapositivereaction

33%ofwomenhaveapositivereaction

47%ofconsumersintheU.S.haveapositivereaction

comparedwith35%intheU.K.

and39%inAustralia

40%

41%

28%

49%

40%

47%

35%

39%

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page19

Section4

MarketersExperienceWinsandSetbacksinCreatingEngagingCustomerJourneys

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page20

43%

ofmarketerssay

workingeffectively

withotherinternal

teamstocreate

digitalexperiences

isoneoftheir

organization’s

biggestmartechor

digitalexperience

challenges.

Contentcreators

appeartobemakingstronggainsinsomenoteworthyareas

ofCX.

Nearlyall(98%)saytheycan,

toatleastsomeextent,deliver

aconsistentexperienceto

customersacrosstheirwebsite,

mobilesite,callcenter,email,

andotherchannels.That’s

advantageoussince79%of

consumerssaytheyexpect

brandstohaveaconsistent

messageandappearance

acrossallthedigitalplatforms

theyinteractwiththemon.

Inaddition,37%ofmarketers

cancreatedigitalCXwithlittle

ornoIThelpcomparedto25%

in2022.Theseempowered

respondentsmaybeusinglow-

codeorno-codetoolswithuser-

friendlyinterfacesthatmake

iteasytobuildcampaigns,

updatewebsites,anddoother

importanttasks.

However,manyteamsare

falteringinotherimportant

areas.Similartolastyear,78%

ofmarketerssaytheystruggle

tocreatecontentthatcanbe

rapidlyreleasedacrossall

oftheirorganization’sdigital

platformsinonego.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page21

Additionalfindingshighlightopportunitiesforimprovement

amongmarketers:

43%

Only43%“slightlyagree”that

theirorganizationknowshow

tousecustomerdatatocreate

digitalexperiences.

39%

Only39%“slightlyagree”that

theirorganizationknowshow

tocreatethetypeofcontent

theyneedtosupportdigital

customerexperiences.(A

mere29%ofrespondentsat

thelargestorganizationssay

thesamedespitepresumably

havinglargerteams.)

41%

Only41%“slightlyagree”that

theirorganizationknowshowto

bringtogetherorintegratetheir

marketingtechnologiesinaway

thatallowsthemtocreatethe

digitalCXtheywanttodeliver.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page22

Regional

DifferencesMayPointtoLackofAccesstoTools

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page23

Thequestionaskedinthesurveywas:

Towhatextentdoesyourorganization’smarketing

technologyholdyoubackfrombeinginnovative?

Toagreatextent

Tosomeextent

33%

33%

58%

42%

U.S.

U.K.

Australia

U.S.33%

U.K.

Australia31%

Asmarketersworktocreatemoreproductive,frictionlesscustomerexperiences,lackofaccesstotoolsmayattimespreventthemfrom

beingabletorapidlydeliverontheirvision.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

DigitalExperiencesMustbeHuman-Centric

Page24

63%

Accessibilityis

atoppriority

forjust63%of

companieswith

revenuesofmore

than$500million.

Creatingdigitalexperiencesthataredesignedforeveryonetouse,regardlessoftheirabilities,isnot

onlyrequiredfromastandards

andcompliancestandpoint,but

addsrealbusinessvalue.In2023,

theWorldHealthOrganization

estimatesthat

16%ofpeople

globallylivewithadisability

.In

theU.S.alone,theCentersfor

DiseaseControlandPrevention

estimatesthatatleast

onemillion

peopleareblind

.

Inclusivedesignexperiences

buildpositivebrandinteractions

anddriveimprovementin

conversionsandengagement.

However,marketersmaynotfeeltheyhavethetoolsorprocessestocreatedigitalexperiencesfor

allusers.

Accessibilityisatoppriorityfor

68%ofmarketersintheU.S.,64%inAustralia,andonly40%inthe

U.K.Themajorityofremaining

respondentssaythey“tryto

makeourexperiencesaccessible

whenwecan,”pointingtoa

potentialwayformanymarketers

toreachcustomersandusers.

Thebiggestorganizationscould

alsoimproveinthisareaof

inclusion.Accessibilityisatop

priorityforjust63%ofcompanieswithrevenuesofmorethan$500millionandfor65%ofthosewith

3,000ormoreemployees.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page25

Section5

BuildTrustWithConsumerstoEarntheDataThatFuelsEffectiveDigitalCX

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page26

2021

2022

2023

Thepercentage

ofmarketerswho

“stronglyagree”that

theirorganizationis

fullypreparedforthe

cookielessfuturehas

risento45%from35%

in2022and2021.

Thecountdownto

thecomplete

phase-outofthird-partycookies

in2024cannowbereferenced

inmonths,notyears.Consumers,

whospendanaverageofthree

hoursadaybrowsingwebsites,

appearreadytobidfarewell.

Threeinfour(76%)expecttheir

datawillbemoreprivatewhen

webbrowsersstoptrackingusers

withthird-partycookies.

Inaddition,66%ofconsumerssaytheygetfrustratedwhen

brandssuddenlyappearto

markettothembecausethey

searchedaboutthemorasimilar

brandonline.

Marketersunderstandthatfirst-

partydataisincreasinglyvital

forcreatingapersonalizedCX.

It’sbecomecommonwisdom

thatthisowneddatacanprovide

insightstobetterunderstand

targetaudiences,likethetopics

thatinterestthem,thechannels

theyprefer,andthepurchases

they’vemade.

Themajority(93%)

ofmarketerssay

gatheringfirst-party

dataismore

importanttotheir

organizationthanit

wastwoyearsago.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page27

Thereishowever

stillthedebate

astowhether

personalizationis

welcomedbyeveryone.

Only58%ofconsumerssaytheylikeitwhenbrandsseemtoknow

theirinterestsorpreferences.

Moregranularfindingsreveal

thatahigherpercentage(67%)

ofconsumersintheU.S.feel

goodaboutbrandsknowingthis

information(comparedwith54%inboththeU.K.andAustralia).

Inaddition,61%ofmenaremorepositiveonthemattercompared

with56%ofwomen.

Consumersalsohaveconcerns

aboutthedatatheythemselvesshare.Onequestionasked,“To

whatextentdoyoutrustthat

yourpersonaldataissecurewith

organizationswheninputtingit

intotheirdigitalplatforms?”Only

17%saytheythinktheirdatais

“verysecure.”

58%

ofconsumers

saytheylikeit

whenbrands

seemtoknow

theirinterestsor

preferences.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page28

Younger

GenerationsaretheMostComfortable

SharingPersonalDatatoReceivea

BetterExperience

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page29

Thequestionaskedinthesurveywas:

Howcomfortableareyouingivingbrandsyourpersonaldata

inexchangeforanimprovedexperience(suchasperkslike

freebiesormorepersonalizedoffers,etc.)?

Comfortable

Notcomfortable

80%

18%

21%

27%

42%

40%

GenerationZ(18-26yearsold)

Millennials(27-42yearsold)78%

GenerationX(43-58yearsold)71%

BabyBoomers(59-77yearsold)55%

SilentGeneration(78-95yearsold)60%

GenerationZ(18-26yearsold)

Millennials(27-42yearsold)

GenerationX(43-58yearsold)

BabyBoomers(59-77yearsold)

SilentGeneration(78-95yearsold)

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page30

Marketersareperpetually

optimisticabouttheirroleas

guardiansofdata.Abouteightinten(84%)thinktheircustomers

trusttheirorganization’suseof

theirpersonaldatamorethisyear

comparedtolast.Thatfinding

hasalsobeenroughlyconsistent

since2021.

Consumerscontinuetotella

somewhatdifferentstory,however,

withonly56%sayingtheytrust

thatallbrandswillhandletheir

personaldataproperly.

Thisissueoftrust,orlackoftrust,

isn’tnew.Thisfindinghasbeen

roughlyconsistentsince2021.

Thetrustgapthat

Acquiahasbeen

monitoringforyears

appearstostill

bepresent.

Thisindicatesanopportunityfor

marketerstobemoretransparent

withconsumersabouthowtheir

datawillbeused,andnotused.

84%

thinktheir

customerstrust

theirorganization’s

useoftheirpersonal

datamorethisyear

comparedtolast.

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTimes

Page31

SummaryandTakeaways

StateoftheMarketer:CreatingCompelling

CustomerExperiencesinChallengingTim