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 Clicktale. 

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.