According to the study, 63% of respondents say the top channels to the customer will become social media by 2020; 53%, World Wide Web; mobile apps, 47%; and mobile Web, 46%.
The top three technology specific trends that will have the biggest impact on marketing organizations include mobile devices and networks, at 59%; personalization technologies, at 45%; and Internet of things (IoT), at 39%.
What Do Consumers See as the Ideal Customer Experience?
The top five areas consumers identified as leading to a positive experience included:
47% – Fast response to enquiries or complaints
46% – Simple purchasing process
34% – Ability to track orders in real time
25% – Clarity and simplicity of product information across channels
22% – Ability to interact with the company over multiple channels
Marketers must implement strategies for consumers to quickly and seamlessly get the service and response they are seeking across multiple channels.