Marketers struggle to meet ‘liquid expectations’


    Two thirds of marketers believe they meet customer expectations regarding digital experiences, but very few exceed those expectations as they struggle to keep up with consumers in a fast-changing environment, according to a new study.

    Consulting firm Accenture surveyed 702 customer experience decision-makers from companies in 14 countries, including the US, Canada, UK, France, Germany, Italy, Spain, Brazil, Mexico, India, Australia, New Zealand, Japan and China.

    It found that while half were confident they were ahead of their competitors when it came to providing digital customer experiences, only 7% said their company exceeded the expectations of their actual customers.

    “Meeting customer expectations is by no means a small achievement,” said Anatoly Roytman, managing director, Accenture Interactive Europe, Africa, Middle East, Latin America.

    “However, it’s not enough anymore. Customer expectations are changing faster than ever and what people learn to love in one industry increasingly defines what they expect in other areas as well – we call this ‘liquid expectations’.

    Bron en volledig artikel: Warc