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Aussie retailers don’t really understand the customer journey

A recent survey of almost 1000 digital marketers in the Asia Pacific region has found that Australian companies are lagging behind their counterparts when it comes to understanding the customer journey.

In a joint report put out by Econsultancy and cloud-based software provider Emarsys, Australia is revealed to be in the beginning phase, while much of Asia Pacific is at an intermediate stage of understanding their customers’ journey.

“The promise of marketing has always been to deliver personalised interactions that consumers deserve – and that they are growing to expect,” Emarsys CEO Ohad Hecht said.

According to Hecht, the explosion of data, channels and point solutions are – ironically – making it harder rather than easier for marketers to understand the customer journey.

While nearly 47 per cent of respondents from Australia said their understanding of the customer journey is elementary, around one-third of respondents from India (31 per cent) and Indonesia (34 per cent) said they have an advanced understanding of the overall customer journey.

Similarly, 57 per cent of Australian respondents said they are only just beginning to develop a strategy for improving their organisation’s customer experience. Indonesia, by comparison, emerges in the lead with 18 per cent of company respondents claiming they have a well-developed customer experience strategy in place, and just three per cent saying there is no strategy.

Australia also lags behind others when it comes to having a monitored, implemented strategy in place, with just 20 per cent claiming this position, compared to 47 per cent of Malaysians, for example.

Almost half of Australian respondents (48 per cent) say that their customer touchpoints across different channels are managed in silos, with inconsistent delivery. In contrast, 22 per cent of respondents from China say there is seamless integration of channels, while a mere two per cent of Australians can claim to be in this situation.

“The idea of providing a consistent and connected customer experience across marketing touchpoints is not a new concept,” Jefrey Gomez, Econsultancy’s managing director in Asia Pacific, said.

“However, the ability to achieve this remains a challenge for the majority of APAC marketers. In 2017 we may see change in this regard with more organisations focusing on customer needs and established channels.”


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