Over the past year, brands accelerated new digital experiences in an effort to build increasingly seamless and connected customer journeys. Yet according to Gartner research, 46% of customers can’t differentiate between most brands’ digital experiences, and only 14% of customers reported doing something different after a recent digital experience.
In short, these new opportunities are not paying off.
“The most valuable digital experiences get customers to do something different with confidence,” says Kristina LaRocca-Cerrone, Director, Advisory, Gartner for Marketers. “When a customer does do something other than planned, that is your biggest opportunity to drive differentiation.”
For new marketing leaders focused on customer experience, success hinges on reimagining the role of digital experiences for customers and their companies.