2019DigitalTrendsExperienceIndex每日免费获取报告1、每日微信群内分享7+最新重磅报告；2、每日分享当日华尔街日报、金融时报；3、每周分享经济学人4、行研报告均为公开版，权利归原作者所有，起点财经仅分发做内部学习。扫一扫二维码关注公号回复：研究报告加入“起点财经”微信群。。Contents1.ForewordbyAdobe32.Executivesummary42.1.Acknowledgements63.QuestforgreatCXpoweredbytechnology74.Dataistheneweverything135.Customerjourneymanagementholdskeytopersonalisation196.Controlofdata:complianceandwalledgardens257.Increaseduptakeofartificialintelligence308.Recommendations369.Appendix1:Respondentprofiles3810.Appendix2:Otherselectedcharts432019DigitalTrends21.ForewordbyAdobe.Thebattlegroundforcustomerloyaltyhasmovedfromthetangibletotheintangible.Fromproductsandservicestoexperiencesandeaseofaccess.It’swhySpotifyhasbecomemorethanastreamingservice,whySwisscomoffersadigitalexperiencethatadaptstocustomersinrealtime,andwhySkyUKusesAItokeeprefiningandpersonalisingitsservices.InthisnintheditionofourDigitalTrendsresearch,conductedinpartnershipwithEconsultancy,weseethatbrandsareincreasinglybecomingdata-driven,asyoumayexpect,butalsomorecustomer-experience(CX)centric.Today,apersonalisedcustomerexperienceistheultimatedifferentiator.Wherecompaniesoncereliedonproductsandreputationtostayrelevant,constantdisruptionandanexplosionofchoicerequirethemtooffermore.Ourreportshowsthatit’snotenoughtosimplycollectdata–businessesneedtomanageanduseiteffectivelytocoverallaspectsofthecustomerjourney.Theyneedtoempowerteamswiththeprocessesandtechnologytodrawoutinsightsandcomeupwithexcitingwaystoservetheiraudiences.Thisyear,wesurveyedover12,500marketers,creativesandITprofessionals,andtheresultswereclear:brandsareintentontakingcontroloftheirdata.Overhalf(55%)ofmarketerssaytheyhaveprioritisedbetteruseofdatathisyear,and63%ofITprofessionalssaydatacollectionandunificationranksamongtheirtoppriorities.Thiscouldwellbedrivenbyconcernsaroundwalledgardens,with44%ofagenciesmakingitclearthatrelinquishingcontrolovertheirdataistheirnu...
