DACH is still underutilizing the potential of customer experience

STUDY Customer experience management (CXM) is currently one of the most important trends in digital business. Falcon.io has therefore conducted a study to find out what CXM is all about.For many marketing experts, positively influencing the user experience is the key to a higher conversion rate and more sales. 78% therefore consider the customer experience to be particularly important - but only 55% in the DACH region. This is the result of a global study by Falcon.iothe leading integrated SaaS platform for customer experience management. Together with SSI, a total of 621 marketers were surveyed between May and June 2016 to analyze what constitutes excellent CXM.DACH region lags behind the rest of the world when it comes to CXIn the USA, a full 90 percent see customer experience as a key success factor, compared to only 70 percent in Europe. In the DACH region, too, only just over half (55%) consider the potential to be high. It is therefore no wonder that marketers in this country are investing less money in analyzing the customer journey: On average across Europe, 45 percent of respondents plan to allocate more resources in the future, compared to only 20 percent in German-speaking countries.DACH also has some catching up to do when it comes to social dataHowever, everyone (100 percent) agrees that data from social networks is very important for marketing strategy - although social data is used 20 percent less in the DACH region than the European average. At the same time, 62 percent of those who use social data consider it to be useful. So why is DACH lagging behind? The main reasons are not a lack of belief in the relevance of customer experience management, but rather a lack of time (54%) and a lack of specialist knowledge (41%).Challenges and problems in customer experience managementBased on their activities in social networks, users can be animated much better (63%), which makes a personal conversation possible (51%). To achieve this, one of the main challenges for marketers is to find out what drives their own customers (72%) and to understand their behavior across multiple touchpoints (55%). Both the constantly changing digital landscape (30 percent) and addressing customers in a personalized way in real time (34 percent) pose problems.62 percent rely on software toolsTo solve these problems, 62 percent of respondents use a professional management tool to analyze their customers' customer experience activities. The main focus is on bundling all user data streams in order to ensure an excellent customer experience, and the most important results of the study are summarized in the following video: