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Notes from Chicago — a Digital Experience Scorecard
November 28, 2018 |

On November 12th, Phase2 had the great pleasure to moderate a Lunch & Learn at this year's DX Summit in Chicago

The room of 42+ marketing, IT, and support executives workshopped all morning and it's a testament to their energy and expertise—that we were able to have an effortless "working" lunch with a great discussion. Interactivity was a featured element throughout, and we conducted a live poll with 6 core questions around the state of their digital experience platforms. Participants were asked to rate their progress on a number of aspects (including the insights, technology, and people that comprised their respective businesses, government entities, and non-profits).

A huge takeaway for Phase2: it's clear that digital experience platforms (DXPs) are never fully complete, regardless of industry and role. And that giving customers, targets, citizens, and patients the experience they want—requires constant iteration, a desire to adapt, internal alignment, and the need to suss through the myriad tools available for today's MarTech stack. 

I'm excited to share the toplines below--to keep the discussion flowing.

Fill out the Scorecard for your own assessment here, and let us know if you'd like to be benchmarked against your peers.

Key findings:

  • In the room: more than half (55%) of audience members self-identified as marketers or marketing hybrids, others were in IT or support departments; the strong majority (67%) were decision-makers (either C-Suite or Manager) within their departments, with the remainder self-identifying as "Specialists"
  • Scorecard Topline: most audience members were either in the planning (on the docket) stage or underway (in process) when it came to each scorecard item
  • Insights: when it came to customer data, just under 5% of audience members had not yet planned, executed, or completed personas; but 14% had not yet began research to validate those personas, while one fifth (21%) were still in the planning stage; however, across the board, half had begun executing on a plan for personas (45%), journey maps (48%), and research (52%) 
  • People: only 17% of members had completed identification and committal of cross-discipline CX team members; less than 10% said that all departments understand the voice of the customer
  • Technology: when it came to infrastructure implementations and scoring, audience members were least likely to have completed these items compared to People and Insights; while the vast majority had began planning or executing on DXP tech (78%) and customer journey engines (78%), over one third (38%) had not yet planned on a universally accepted way to measure DX success
  • Priorities: Half (50%) of all audience members ranked insights as the most important priority among the three choices; and despite Technology aspects of their DXP lagging in completions among the group, this was all more likely (57%) to rank last

Bottom-line: Despite growing data that personalization is not only an effective way to engage customers (and even becoming a customer experience expectation), we can see from the aggregate numbers that some of the most prominent enterprise-level brands have invested in personalization technology, yet haven't successfully implemented personalization at-scale. In 2019, brands will need to invest in the people and process changes that are required to launch large scale orchestrated personalization across the customer experience (digitally and otherwise).

Let us know what you think.

Customer Experience
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