Customer experience management is the new battleground – with industries of all shapes and sizes now attempting to meet the unique needs of the individuals they serve through a more personalized approach. Faced with scaling operations in order to achieve meaningful business results, organizations are reassessing the current order of things internally.
To better understand the state of personalization maturity, every year, we generate and analyze the responses from our personalization maturity self-assessment test. This marks the second consecutive year reporting on the results of our findings.
We surveyed marketers and executives across the globe to learn about their organization's current technology stack, organizational structure and internal commitment to personalization. Respondents were representative across demographic profiles and industries.
The survey explored four stages of personalization maturity: absent, basic, advanced, pioneer, based on an organization’s ability to unify data, dedicate resources to drive personalization, visionary outlook, and more.
Up 4% from 92% in our 2018 study, a larger portion of marketers and executives shared recognizing the importance and benefits of an individualized approach to the larger business strategy.
46% copped to deploying only basic on-site personalization with limited segmentation and 36% claiming to treat users the same across all channels. Only 5% of companies reported having attained a single view of the customer to orchestrate personalization across channels.
At 38%, most companies come up with processes on the fly to serve in-the-moment personalization needs. Not trailing far behind, 33% don’t even have an executive sponsor within the org to drive initiatives.
Across the globe, we found the belief in personalization has continued to grow while also witnessing a decline in confidence when it comes to the ability to effectively personalize experiences.
Being such a complex field with lots of moving parts and various potential applications that transcend marketing channels, companies are beginning to realize the road to deep personalization is a marathon, not a sprint.