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Marketers Look to Dedicated Teams to Manage Digital Experience

Apr 22, 2019

As customer digital experience becomes more crucial to brands, organizations are shifting the responsibility for digital experience to dedicated teams, according to a new report from Clicktaledigital-team

Rather than giving digital experience responsibility to a few people in marketing/digital departments, brands are recognizing the importance of the digital experience and giving the responsibility to a focused team. The Clicktale survey of over 200 brands from the US and UK found that:

  • 48% of survey respondents have a dedicated digital experience team. 31% reported that marketing handles the digital experience and 27% said their digital team handles the experience piece.
  • 44% of respondents reported that digital experience responsibility is shared across departments.
  • Most commonly, digital customer experience responsibility lies with the design/UX department (54%), the digital analytics team (52%) or the data science team (44%).

Because they know that consumers expect a good digital experience, marketers are placing emphasis on it. Over two-thirds of marketers say they currently compete primarily on the basis of customer experience and it is expected that 81% percent will be competing solely or almost completely on customer experience by 2020.

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  • HealthCare Marketing
  • HealthCare Digital Marketing
  • digital experience
  • digital engagement
  • digital strategy