Email marketers are not the most popular people in America.
Among consumers, 79% wish email offers were more relevant, and 71% that they were more timely, according to Revisiting the Gaps In Customer Experience, a two-part study from Redpoint conducted by the Harris Poll.
But it may be even harder to stay relevant in email or any other channel if third-party cookies disappear.
Of the businesses surveyed, 44% say the loss of cookies will have a major impact on their marketing, and 27% say it will have a moderate one.
But only 18% feel there will be a major effect on new customer acquisition, and 47% say this will be moderate.
Whatever the impact, brands are taking these measures to deal with the probable loss of third-party cookies:
For their part, consumers feel this way about cookies. They are willing to:
In the past year, companies have invested in these areas:
But is it worth it? Ask consumers what they think about the data companies have on them, and they list these problems:
Marketers list a different set of issues:
At the same time, few consumers give an excellent rating to companies for their customer experience in general.
For instance, 23% say firms are great at customer understanding, while 47% of marketers think they are acing this. And that’s only one sign of the disconnect.
In addition, 23% of consumers rate the personalization they receive as excellent. Again, 44% of companies think they are doing fine at it.
On the positive side, 28% of consumers think brands are delivering an excellent experience. That’s up from 22% in 2019.
Which industries are best at delivering an exceptional customer experience? Overall, the leaders are:
Still, brands don’t give the highest possible scores to their customer engagement systems. They say they enable them to do the following very well:
Not that impressive. And, marketers have other general general frustrations. They say:
What are the top drivers of advancement in the respondents’ CX strategies? They cite:
Firms are upbeat — 57% say they are making advancements in data quality, 46% in artificial intelligence/machine learning and 45% in personalization.
What’s more, 90% are now using personalization for their websites, up from 82% in 2019. And 88% are leveraging AI/ML recommendations, versus 78% two years ago. Another 81% are deploying A/B multi-variate testing, compared to 78% in 2019.
The Harris Poll surveyed 1,500 consumers and 150 marketers in the July 7-16 time frame.