Gartner: CX technology continues to lead investment

Gartner's 2019 Customer Experience Innovation Survey reveals CX prorities

Three-quarters of organisations increased customer experience (CX) technology investments in 2018, according to Gartner. 

Gartner's 2019 Customer Experience Innovation Survey also reports customer analytics continues to be one of the biggest investments, with 52 per cent intending to increase funding in 2019, focusing on customer journey analysis, customer needs analysis, voice of the customer (VoC), and digital marketing.

Gartner gathered data from 244 respondents in seven countries, including from Australia and New Zealand, to understand the priorities, technology investments and high-stakes situations faced by organisations in their CX initiatives.

The survey reveals when organisations grow in CX maturity, a greater focus of technology investment is placed on increasing customer understanding and delivering accurate actions by analysing data. At the same time, CX programs expand from a core team to a wider group of employees. The requirement for change management makes employee training tools an important technology investment. 

According to the survey, the top five CX project priorities in 2019 are metrics (64 per cent); VoC (50 per cent); increasing speed of product and service launches (45 per cent); product proliferation and personalisation (45 per cent); prioritisation of CX investments (44 per cent); and customer journey automation (44 per cent). 

According to the survey, the top three emerging technologies expected to have the biggest impact on CX projects in the next three years include artificial intelligence (53 per cent), virtual customer assistants and chatbots (39 per cent), and omnichannel engagement solutions (37 per cent).

The survey reveals that many organisations have faced crisis situations in their CX program within the last three years. Economic or financial pressure has impacted the highest proportion of respondents (53 per cent). For those with lower maturity levels, 60 per cent had CX initiative launches stalled due to lack of executive support, and 59 per cent found it difficult to demonstrate value or ROI, which leads the CFO to question all future investments.

“Knowing where your strengths and challenges lie and the next steps needed to improve maturity will help with project prioritisation and planning,” Gartner research vice-president, Olive Huang, said. “Also, extend your spending to different technologies as your CX maturity increases, paying particular attention to customer analytics investments.

“High-stakes situations impacting CX programs can result in the removal of funding for a CX initiative or its cancellation, or even employees losing their jobs. This may lead to a decline in the quality of the customer experience, weakened financial performance of the organisation and erosion of its competitive position.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.   

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Latest Podcast

More podcasts

Sign in