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Data and content key to customer experience success

Companies must focus on content and data to create the best possible digital customer experience, according to a new survey on the latest digital trends.

The Adobe 2018 Digital Trends report, which surveyed 13,000 marketing, creative and technology companies globally, found nearly half of those surveyed – 45% - named content and customer experience management as their top strategic priority over 2018. For 20%, it is their primary focus.

Analytics and audience and data management are the next most important priorities for organisations cited by 32% and 31% respectively, highlighting the importance of a strong data foundation.

Optimising customer experience is seen as the most exciting opportunity in 2018 by 19% of businesses, with 16% focusing on data-driven marketing that targets the individual, and 14% saying creating compelling content for digital experiences is a priority.

The survey found that organisations taking a cross-team, customer-centric approach to their initiatives are nearly twice as likely to exceed their business goals.

The growing importance of Artificial Intelligence (AI) in driving customer experience execution is also highlighted by the findings. It found 24% of respondents are already investing in AI and businesses using AI tools are 50% more likely to exceed their business goals.

Alongside this focus on data and technology, however, the report also notes a design and creativity renaissance, with just under three-quarters of respondents saying their companies are investing in design to differentiate their brands.

The impact of this is already being seen in customer experience with organisations that have a “well-designed” user journey with clear communication and seamless transaction 57% more likely to have exceeded their 2017 business goals.

John Watton, Adobe senior marketing director, said investment is paying off for businesses that put customers at the heart of everything they do.

He added: “Customer experience cannot just be the remit of marketing or customer services; it must be driven through every function of the organisation, from marketing and IT to product development and design. By breaking down organisational silos and using data and AI to combine analytical insight with design and creative capabilities, brands can offer stand-out experiences across every interaction.”

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