全渠道情报将推动数据驱动业务策略

TableOfContents 3Executive Summary4Key Findings5Limited Insights Produce Limited Change8Omnichannel Intelligence Platforms Connect ConsumerBehaviors And Drive Strategy11Companies With Omnichannel Intelligence Tools AreSmarter. Faster, And Drive More Growth14It's (Virtuallv) Unanimous: Leaders Plan To Invest InOmnichannel Intelligence Tools To Drive Business Results16Key Recommendations18Appendix Project Team: Mandy Polacek,Senior Market Impact Consultant Steve Mullahoo,Associate Market Impact Consultant Contributing Research:Forrester's B2C Marketing research group ABOUT FORRESTER CONSULTING Forrester provides independent and objective research-based cansulting to help leaders deliver keyoutcomes. Fueled by our customer-cbsesssd regarch, Forrester's seasoned consultants partner withFor more information, visit forrester.com/consulting. Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information isbased on best available resources, Opinions reflect judgment at the time and are subject to change. Forrester*,Technographics, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc, All othetrademarks are the property of their respective companies. [E-57553] ExecutiveSummary Leaders face tough investment decisions during a time of economicthey striveto improve Cx to drive business results,a harsh environment ofincreased competition, fast-changing consumer journeys, and the evolutionomnichannel marketplace. Executives need to keep up with the high-paced In June 2023, NlQ commissioned Forrester Consulting to evaluate howleaders are evolving their use of technology and insights to improve Cx andsurvey with 202 North American omnichannel leaders at organizations in theretail, CPG,and financial services industries. We found that most respondents' companies struggle to capture and makesense of consumer-behavior insights across online and in-store channels.and this makes them slow to react to market changes and unable to justifydecisions to drive significant organizational change. However, those thathave invested in omnichannel intelligence solutions that bring togethercross-channel data to understand performance and inform strategy havemore developed strategies, can more easily pivot when facing change, andhave actionable insights they use daily to improve loyalty and the entireconsumerexperience KeyFindings Mostcompanies lackaclear,completepictureoftheconsumerexperience.Cobblingtogether a clearpicture of consumerbehaviors is challenging.Ninety-five percent of respondentssaid their company uses six ormore data sources to obtain anomnichannel measurement.Most use multipletools to piecee-commerceandbrick-and-mortarchannels Companieswithomnichannel intelligence solutionsbetterunderstand the omnichannel experience and are muchbettereguippedtoempowerchange.Toolsthatprovideholisticinsights drive guickerbusiness decisions and influencegrowth.Companies withomnichannel intelligencetools haveabetter understandingof thefull CX and their own marketplaceperformance,which makes themtwiceas likelyto haveto drivechangebeyondmeasurement:They'refourtimesmorelikelyto have improved messaging and nearly three times morelikelytohave improvedmarketing.Meanwhile,firms withoutomnichannelintelligencetoolsaretwiceaslikelytobeslowtoreacttochangingconsumerbehaviors Ninety-nine percent of leaders planto invest in omnichannelintelligence.Respondents understand the value that dataandtechnology bringsto business strategies.ThosefromcompanieswithomnichannelsolutionshavealreadyseenmoreconsistentCX (61%); improved abilityto create long-term,data-drivenstrategies (47%); and improved customer loyalty (36%). Limited Insights Produce Limited Change Improving market performance requires a full picture of ever-fluid marketdynamics combined with a deep understanding of evolving consumerbehaviors across touchpoints. But it's challenging to piece togetherthis picture because of disparate data, conflicting business objectives,and an overabundance of tools that prevent companies from fullyunderstanding and improving CX delivery. In our survey, we found thatomnichannel leaders: Struggle to keep pace with changing market, consumer, and businessneeds, Various headwinds like economic uncertainty, rise of touchpoints,and changing business needs create a difficult environment forcompanies to swiftly pivot on their business strategies. In our survey,52% of respondents said it's very challenging or extremely challengingto respond to market changes quickly, and because of this, 55% said it'schallenging to forecast and plan for future investments (see Figure 1). FIGURE1 "How challenging are the following tasks for your organization? Lack visibility of consumer behaviors and, therefore, data across onlineand in-store channels, Data quality and connecting data sources arechallenges that leaders face when trying to develop and use analytics.2 Inthis survey, 95% of respondents said t