Customer Experience 2018

Personalization Still Elusive as Marketers Seek Answer to Single View of Customer

About This Report
Only 5% of senior marketers in North America surveyed by CMO Council and RedPoint Global in March 2018 said they could deliver data-driven experiences in real time across channels.

Marketers have never had more data about their audiences, or more tools to wrangle that data and make it actionable. But the ideal of a data-driven brand experience, tailored for each customer, is still far from a reality for most marketers who struggle to make omnichannel, real-time connections and deliver meaningfully personalized offerings.

  • Marketers are making some, but not much, progress on the customer experience. They’re focused on making it more data-driven and personalized, but few can deliver this type of experience across channels.
  • Marketers are continuing to invest in technology, though most still lack a single view of the customer.
  • Organizational challenges may be replacing technological challenges as the biggest barrier to holistic customer experiences, as teams struggle to work together with aligned incentives.
  • Personalization may be considered a must-do, but most results fall far short of hyper-relevance. Marketers are only just beginning to focus on context and sentiment to deliver more meaningful personalization.

Here’s what’s in the full report


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18expert perspectives

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Table of Contents

  1. The Customer Experience Still Needs Work
  2. A Customer-Centric Strategy
  1. Key Takeaways
  2. eMarketer Interviews
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Aubrie Pagano
Bow & Drape
Co-Founder and CEO
Interviewed May 10, 2018
Greg Portell
A.T. Kearney
Lead Partner, Consumer Industries and Retail Practice
Interviewed May 7, 2018
Grégoire Baret
The Aldo Group
General Manager, Omnichannel Experience
Interviewed May 22, 2018
Rachel Bogan
Work & Co.
Partner, Product Management
Interviewed May 22, 2018
Ben Clarke
The Shipyard
Co-Founder and President
Interviewed April 24, 2018
Adam Corey
Interviewed April 3, 2018
Jay Friedman
Goodway Group
Interviewed April 9, 2018
Jim Johnson
Exponential Interactive
Vice President, Account Planning
Interviewed April 5, 2018
Chip Knicker
Senior Vice President
Interviewed May 17, 2018
Aaron Magness
Interviewed May 17, 2018
Mike Novotny
Chief Commerce Officer
Interviewed May 11, 2018
Kevin Quiring
Accenture Strategy
Managing Director
Interviewed May 9, 2018
Trevor Sumner
Perch Interactive
Interviewed April 12, 2018
Kris Tremaine
Senior Vice President
Interviewed May 17, 2018
Preethy Vaidyanathan
Chief Product Officer
Interviewed April 9, 2018
Jay Livingston
Interviewed May 11, 2018
T.J. Prebil
Director, Product Marketing
Interviewed May 3, 2018
Andy Zimmerman
Interviewed May 3, 2018


Nicole Perrin


Caroline Cakebread
Junior Analyst
Rahul Chadha
Senior Analyst
Patricia Orsini
Senior Analyst
Tracy Tang
Senior Researcher