Study Reveals Ecommerce Move toward Continuous Optimization
17th Apr 2015
Qubit, a leader in global ecommerce technology, today released, “Optimizing the Digital Customer Experience,” a March 2015 commissioned study conducted by Forrester Consulting on behalf of Qubit. The study focuses on the growing need for continuous optimization. Continuous optimization is a strategic, analytics-driven approach that leverages customer insights and is focused on constantly learning from and optimizing every customer engagement to enhance the overall customer experience.
Forrester surveyed 150 marketing and ecommerce business leaders in the US, UK, France and Germany to evaluate the current state and strategies of organizations, and how they are moving toward delivering on the essential components of continuous optimization. The study revealed key components of the state of continuous optimization that include a unified technology architecture and customer profile. Even though continuous optimization strategies enable competitive differentiation, 76 percent of the marketing leaders surveyed indicated that the majority of their digital customer engagements are not optimized today. Respondents identified the following challenges:
1 - Finding the right digital technology provider: 51 percent of those surveyed said finding the right technology partner was their biggest challenge.
2 - Poorly integrated legacy systems: 43 percent indicated that one of the biggest challenges they face when executing their digital customer experience strategy is poorly integrated legacy systems.
3 - Disjointed key performance indicators (KPIs) between lines of business: 40 percent of respondents said conflicting KPIs between departments stifle execution of their customer experience strategy.
At the same time, 89 percent of survey respondents indicated they have plans to connect and optimize engagements to deliver richer customer experiences in the next 12 months. The study details how organizations can overcome implementation challenges by creating and continuously assessing a digital customer experience road map. It also identifies the ways in which companies with mature continuous optimization strategies have reached that point.
“We live in a data-driven economy, but that data is useless if it rests in data dead-ends or is not properly analyzed to ensure optimal customer engagement,” said Graham Cooke, founder and CEO of Qubit. “In order to deliver a 21st-century customer experience, ecommerce businesses must understand the evolution of their customers’ needs throughout each customer’s lifecycle. Continuous optimization is a strategic investment toward creating a lifelong relationship with each customer.”
To view the full study and download it for free, please visit http://www.qubitproducts.com/research/forrester-optimizing-digital-customer-experience