Epsilon and Econsultancy Release Customer Experience Maturity Report for India

Dated: March 18, 2017

Epsilon®, a global leader in creating connections between people and brands, today released the Customer Experience Maturity Report in partnership with Econsultancy, a global research firm. The study surveyed over 300 client-side (59% of total respondents) and supply-side (41% of total respondents) marketing, digital and ecommerce professionals based in India to explore the maturity-level for customer experience (CX). The research was collected via an online survey of Econsultancy's user base between September 2016 and October 2016.

The research found that nearly half of client-side (48%) and supply-side (47%) respondents rate their companies as being 'not very advanced' in their approach to customer experience. While client-side respondents felt 'complexity of customer experience' (28%) was the biggest barrier preventing their organisations from improving the customer experience, supply-side respondents identified 'lack of overall strategy/vision' (44%) as the primary hindrance.

The majority of respondents felt that optimizing internal collaboration between multi-disciplined teams and using data to better understand behaviors were the most important factors to deliver a great customer experience over the coming year.

Jefrey Gomez, Managing Director, Asia Pacific at Econsultancy, said: "The research findings confirm that a greater focus on marketing operations is needed. Internal collaboration between teams, which is regarded as very important to delivering a great customer experience, as well as strategy, identified as lacking, are key principles of marketing operations. Encouragingly, customer experience is being prioritised by marketers in India, with 12% of those surveyed rating their customer experience maturity as very advanced. But a tighter focus on marketing operations will enable their marketing efforts to react more quickly to changes in business strategy and customer behaviour."

"Customer experience will continue to be the key differentiator for brands, and the Indian market is no exception," said Michael Kustreba, Managing Director of Epsilon, Asia Pacific. "The research shows that many marketers in India have recognised the importance of enhancing customer experience and are actively looking for solutions. The good news is that there are valuable insights from data, technology and proven methodologies to help marketers improve their customer experience delivery and achieve greater CX maturity."



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