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

Conversations over a cuppa with CMO: Tyron Hayes

​The current global COVID-19 pandemic is resulting in unprecedented disruption to every aspect of our lives as marketing and brand professionals, from the ways we work, to how our organisations operate, and the way in which we acquire and engage customers. So we’ve drawn on our wonderful CMO50 alumni community to explore different aspects of the crisis facing all of us right now.

More Videos

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

Your page is very helpful. Thank you for sharing with us

Eriona Ajvazi

10 brands making a positive difference to a world in crisis

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Great article Emma. So many gems in there. Awesome to have you in the team!

One Small Step Collective

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blog Posts

The gear change required for business during COVID-19

The current world pandemic, COVID-19, and its tragic effects has created different and challenging situations for nearly every business. Every business sector is affected differently, depending on the nature of what your place in the world, creating the most unique situation most of us have ever and will ever experience during our professional lives.

Katja Forbes

Managing director of Designit, Australia and New Zealand

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Sign in