Digital Intelligence Briefing

“Customer experience is ... the primary way for organisations to differentiate themselves from competitors in 2017." Check out the Econsultancy Digital Trends 2017 Report, in association with Adobe.

The era of experience is here. It’s a reality. Every day we work with companies that are transforming themselves around the idea that their value goes way beyond their products and into the total experience their customers have with their brand. The so-called ‘experience economy’ that’s been teased since the 90s has finally been realised and ready or not, we’re all a part of it.

This digital trends report shows that this era of experience is definitely here, but it also highlights some key challenges for businesses making the change. For example, the respondents overwhelmingly claim that customer experience is their most exciting opportunity. Many of them are investing in content and design, looking to create those experiences that will feel personal, compelling and memorable.

At the same time, the report shows that investment in analytics is lagging. It seems that many businesses are so excited to get into the experience game that they overextend, neglecting to take care of the basics. But if you want to take design and deliver content-driven experiences, you need a strong foundation of data.

But getting the balance of content and data right often takes an increased focus on refining an organisation’s culture to adapt to these changing needs. Adopting a collaborative, cross-team approach where everyone is focused on the same goal of delivering experiences is hard, so it’s not surprising to see that many businesses are struggling.

Interestingly, however, the report shows that building this kind of culture is listed both as the hardest and the easiest thing to achieve by different companies, suggesting that it’s an area that truly sets the leaders apart.

- John Travis VP EMEA Marketing Adobe

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About the author


Econsultancy’s 2017 Digital Trends report, published in association with Adobe, is based on a global survey of more than 14,000 digital marketing and ecommerce professionals across EMEA, North American and Asia Pacific markets.