Companies don’t know their website visitors

Every second company is unable to identify the users on its website. That’s what a study by Forrester Consulting says. This also means that they cannot gain any knowledge about their customers.

Professional customer experience management is one of the greatest challenges in marketing. It’s about optimizing all touchpoints at which a customer can come into contact with a company. A positive customer experience – in new German CX – should be created everywhere. Because this increases customer satisfaction, which in turn increases customer loyalty and ultimately has an impact on sales.

Against this background, the figures of a current study that Forrester Consulting carried out on behalf of Mapp seem all the more sobering. These show that most companies are still in the early stages of implementing their CX strategies.

89 percent of the more than 200 marketing decision-makers surveyed say that appropriate strategies are important because they give them a better understanding of their customers. But only about half also plan to implement corresponding customer analytics systems. The other half, who have already installed tools, often use them carelessly: only every second person checks them regularly.

Troubling realizations

This sometimes leads to worrying findings: 53 percent of companies state that they are not even able to identify customers on their own website. This is exactly the basis for gaining insights and driving the CX forward. And the coming end for third-party cookies will not make the situation any easier.

Inadequate technology platforms (77 percent) and a lack of visions and skills among managers and employees (72) are considered hurdles to implementing sensible customer experience strategies. “Understanding customers is the basis for a functioning brand experience,” says Michael Diestelberg, VP Product & Marketing at Mapp. “Investing in customer analytics is a prerequisite for a marketing ecosystem that enables this understanding.” Because only the right technology helps to identify usable insights and to place brand messages across channels.

– .