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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in