In order to execute these efforts, companies need to beef up customer experience teams. In a November 2014 study by the Economist Intelligence Unit (EIU), sponsored by Marketo, 27% of marketing execs worldwide said customer experience and engagement was a leading area where their companies needed to develop skills.
Businesses may beef up skills in different departments than are currently responsible, too. Respondents expected shifts over the next few years in which groups were responsible for the customer experience. While marketing and sales were neck and neck at the time of polling, at 37% and 32%, respectively, the percentage of execs who expected marketing to take on responsibility for the customer experience in three to five years rose to 51%, while sales dropped to 18%. Client-facing customer support was expected to see a slight drop in responsibility, while a few thought product management would take on more of the effort. Read the rest at eMarketer.