Four in five marketers believe they will have ‘complete ownership’ of the CX as soon as 2020

80% of marketers plan to take complete control of their companies’ customer experiences (CX) over the next two years according to new research released by Episerver, the company transforming digital experiences.

The research incorporates data from 100 in-house marketers across the UK, examining their views on the future relationship between marketing and CX. The data reveals that while 62% of marketers are already working with IT to improve experiences, less than half (45%) of businesses have given the marketing team total ownership over the customer experience.

Instead, 35% of brands have assigned a specific CX manager or customer experience team – an approach that many marketers believe is not delivering the best results, especially when it comes to offering the latest technology.

Of those surveyed, 23% of marketers believe that their brands are still not delivering adequate customer experiences on mobile sites, while 27% believe they are not even delivering a high-quality experience through their mobiles apps. Despite this fact, more than half of marketers are already looking ahead to new technologies such as chatbots, mobile games and one-click payment technologies. In the face of these demands, many customer experience teams simply aren’t keeping up.

“While it’s great to see marketers taking a more active role in defining their brand’s customer experiences, the reality is that many of the basics of CX, such as high-quality mobile experiences, still aren’t being met,” said Joey Moore, Head of Product Marketing at Episerver.

“We’re starting to see too much conflict between what companies should do and what they actually have buy-in for, in the terms of organisational support and budget. In reality, for customer experience to pay off, investments have to be made into technologies that make it easier and more enjoyable for customers to engage with a brand.”