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 third consecutive year reporting on the results of our findings.
We survey marketers, executives, developers, and other key stakeholders involved in customer experience design across the globe to learn about their organization's current technology stack, organizational structure, and internal commitment to personalization. Respondents are representative across demographic profiles and industries.
The survey explores 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.
For three straight years, the vast majority of companies have continued to share an understanding of the benefits an individualized approach can have on the larger business strategy.
47% copped to deploying only basic on-site personalization with limited segmentation, and 35% claimed they treat users the same across all channels. Only 8% of companies reported having attained a single view of the customer to orchestrate personalization across channels.
At 37%, most companies have not integrated personalization within the technology stack. Not trailing far behind, 26% reported they only have channel-specific personalization solutions.
Across the globe, we found the belief in personalization remains high while also witnessing gaps in technology and resources, inhibiting the ability to effectively personalize experiences.
Faced with undergoing significant operational changes, many are discovering that integration of personalization technology is a critical first step to adoption, anchoring an organization’s efforts.