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The State of Customer Experience Transformation

The State of Customer Experience Transformation

Companies are continuously striving to create great customer experiences. With 2020 making digital experiences more important than ever before, companies need to accelerate their timelines for customer-centric transformation to stay ahead of the curve.

While many executives are making customer experience a priority, when it comes to executing on and operationalising initiatives, there is room to grow. To understand the priorities and challenges of marketing and technology executives, Merkle conducted a survey of over 800 marketing and technology professionals in the US and UK - focusing on three key customer experience areas: data, digital, and organisational transformation:


Read the report for the latest insights:

  • 90% claim that consolidating consumer profiles is imperative to their organisation, but only about half of respondents are currently investing to create more personalised and identity-based experiences. 

  • The biggest limitations to using data effectively are related to data quality, expertise, and lack of agile partnerships.  

  • 67% of organisations have implemented personalisation in 3-6 channels, and 73% use insights from one channel to inform targeting in others. 

  • 43% of respondents believe “customer experience transformation” is crucial to their business in the long term. 

  • 86% stated that their organisations already understand and meet their most valuable customers’ needs, but customers don’t agree. 


In collaboration with: