Only 49% of marketers have said they are under pressure to reinvent their customer service strategy as a result of technology disruption , according to recent research.
A study by the Chartered Institute of Marketing found 28% of markers feel they do not have the finances to invest in customer experience changes needed in the wake of disruptive tech.
Customer experience is becoming increasingly important for consumer-focused firms, with 20% of businesses saying customer experience would be their main focus in 2017.
Tech is playing a role in delivering the services businesses use to deliver a good customer experience, with 42% of marketers saying personalisation will be a priority over the next year and 37% looking to focus on data-driven marketing.
Personalisation is a tactic that is increasing among brands and retailers. They use data to tailor interactions with consumers around their interests and previous brand interactions, something that is becoming increasingly important in an omni-channel environment where customers have a lot of choice.
However, 11% said customer experience is not a focus for them over the next year.
