Poor content execution sinking CX plans: Forrester

Sitecore commissioned Forrester Consulting to explore whether capabilities with content help or hinder enterprises from delivering on their CX and digital experience plans. Forrester surveyed 431 marketing leaders with responsibility for digital experiences at their organisations and found that weaknesses with content are sabotaging firms’ otherwise solid digital strategies. 

Why it matters

Companies today are failing to fully deliver on their digital brand

experiences, resulting in subpar customer experience (CX). Based on Forrester research, each one-point improvement in a firm’s CX score drives millions of dollars of incremental revenue.

Key insights

• Poor content processes, routines, strategies and capabilities block marketing/digital teams’ efforts to deliver great CX.
• Marketers are bogged down by box ticking, redundant tagging or replicating content across channels.
• Two in three marketers believe their firm’s content-technology decisions will make or break its CX efforts in the next five to 10 years.