Econsultancy and Marketing Week have surveyed 450 brand-side marketers in the UK to understand the pandemic’s impact on their customer journeys.
The survey revealed majority of the UK brand-side marketers believe COVID-19 has affected customer journeys to at least some degrees. But, 53% of the marketers indicated that there is a "radical" or "significant" change in customer journeys.
77% of the companies are confident they have enough manpower to respond to the new changes in customer journeys. But, 42% of marketers reported a lack of enough information about customer journeys and experiences, to make informed decisions.
The article states that only 14% of brand-side marketers mostly use analysis/data to make decisions regarding customer experience changes. 34% of organisations make instinctive decisions, while 52% of brands use both instincts and analysis/data to make decisions.
[14 minute read]