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Only 54% of ‘High-performing’ Marketers Lead Customer Experience Initiatives

Hal Conick

Customers want to be treated like humans and not numbers, according to a recent report from Salesforce, but only 54% of high-performing marketing teams lead customer experience initiatives

Most customers—84%—say that they want to be treated like humans and not a number, but only 54% of high-performing marketing teams lead customer experience initiatives, according to the fifth edition of Salesforce’s “State of Marketing” report.

The report, which surveyed more than 4,100 marketers, finds that 49% of marketing leaders believe that they provide an experience that’s aligned with what customers expect. Marketing leaders say that their No. 1 priority is “engaging with customers in real time,” but also responded that their No. 1 challenge is the same—”engaging with customers in real time.”

“High-performing organizations stand apart by embracing strategies that consider customers’ entire journeys, and therefore enable truly personalized engagement,” the Salesforce report says, adding that 56% of high-performing marketers are actively mapping the customer journey across the company. “These same high-performing marketers have managed, to a much greater degree than their competitors, to foster collaborative relationships across their organizations, effectively apply customer data and ultimately engage their customers and prospects in real time.”

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Hal Conick

Hal Conick is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at hconick@ama.org or on Twitter at @HalConick.