Almost nine in ten marketing and communication practitioners believe customers now expect a personalised experience from an organisation, according to a new report from Evergage and Researchscape International.
Of those surveyed for the report, 96% agree that personalisation helps advance customer relationships. It is little wonder then that 59% report there are employees within their organisation focused on personalisation, while 46% of respondents plan to increase the budget for personalisation in the next year – up from 35% last year.
However, 73% believe personalisation should be a bigger priority in their organisation, with just over half of the respondents claiming, on average, personalisation is not being performed well in marketing and communications.
The report is based on a survey of 206 B2B and B2C marketers from organisations of different sizes and industries.