200 decision makers at US and European companies were surveyed by Uberall and Forrester.
The resulting report revealed that 70% of respondents believe their companies perform sub-optimally in providing seamless, hybrid customer journeys. 75% of activities of start and end of customer journeys are currently handled in-house.
However, the handling of these activities is split between various teams, resulting in fragmented experiences. Intelligent communications has been outsourced by 42% of those polled. Customer journey data analytics, social listening, and ratings and reviews has been outsourced by 39%, 36% and 34% of respondents respectively.
When it comes to implementation, 45% of participants find adding digital capabilities to physical locations challenging. 73% of those polled recognise the importance of implementing digital capabilities like QR codes, contactless payments and more.
[7 minute read]