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Marketers Claim Responsibility for Customer Experience but Rarely Measure ROI

Marketers Claim Responsibility for Customer Experience but Rarely Measure ROI


B2B marketers appear confident with leading customer experience initiatives, yet measuring ROI off the back of their efforts isn’t part of the plan.

A survey of 150 professionals at B2B groups from digital transformation outfit Squiz reveals that 73% do not have clear goals and KPIs in place for measuring efforts related to the improvement of customer experience. That’s despite virtually the same proportion (74%) believing themselves to be responsible for such tasks.  

The results come at a time when brands are looking to better serve individuals, as opposed to audiences on the whole, with 83% of the group citing a customer-centric approach as “very important” to their organisation. 

Unfortunately over two-fifths of marketers (41%) also thought further work is required to become more customer centric.

So, why the struggle?

Challenges and barriers

A number of factors might be preventing the marketers from developing a customer-centric approach. 

Although technology can help improve customer experiences and journeys, the survey showed that only 35% of B2B marketers invest in marketing technology in advance of a requirement. Little investment combined with lack of measurement could be at the root of the problem, along with a general lack of pro-activity from those concerned. 

Another challenge relates to available funds. Almost half of B2B marketers (47%) struggle to acquire budget for initiatives to improve the customer experience, while a further 14% have difficulty gaining c-level support.

Yet with so few marketers measuring a return on their efforts, justifying new costs may be tough.

Whose job is it?

Confusion over who owns the customer experience also appears to have a negative impact. Although 74% of marketers think it’s their responsibility, only 46% of the surveyed think other people within their organisations would agree.

This would suggest a general lack of awareness over who really should lead customer experience initiatives at a time when their importance is rising.

Indeed, comments from Stephen Morgan, co-founder of study author Squiz, presented the belief that marketers were finding it hard to put their plans into practice over confusion relating to who really is responsible for promoting a customer-centric approach.

He recommended the CMO (chief marketing officer) become the “go-to person” for any customer-facing team, whilst refuting the suggestion that businesses must employ specialists - like chief customer officers - to lead certain initiatives.

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Monika Komar

Monika Komar

    A News and Features Reporter at PerformanceIN, Monika covers stories and developments in the fast-evolving world of performance marketing.

    Monika studied Modern Languages at the University of Southampton and worked in marketing and communications before making her way over to PerformanceIN.   

    Read more from Monika

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