“More executives are waking up to the potential of customer experience, a marketing technology discipline that uses data analytics and personalization to build stronger relationships with consumers.

In fact, more than a quarter of executives worldwide who currently use data analytics have seen a significant shift across the board in their ability to deliver superior customer experiences, according to February research from Forbes Insights.

But despite the discipline’s advantages, many organizations find they fall short on the real-world customer experience strategies they’re actually able to implement. Data from Accenture Interactive and Forrester Consulting, which investigated actions executive decision-makers are taking to improve customer experience, less than half had taken action around customer experience activities, like improving analytic capabilities or creating more valuable content.”

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