Rise of the Dedicated Digital Experience Teams

April 9, 20194min

Nearly half of brands have introduced a dedicated Digital Experience (DX) team to help shape their Customer Experience and journeys across digital channels.

That is the findings in a new report by from experience analytics leader Clicktale. The study, titled Defining Digital Experience shows that 48 percent of brands now have a DX team in place to oversee their strategy. 

It explores the current state of DX, with the help of 200 marketing and CX professionals working in some of the world’s leading US and UK brands. The report examines how brands are building a strategy around Digital Experience, including who is ‘owning’ the function, and how they’re harnessing new technologies.

Until recently, marketing and digital departments have taken the lead in DX responsibility, with 31 percent of respondents claiming ownership lies with marketing, and 27 percent saying it lies with their organisation’s digital team, the report outlines.

Now, dedicated DX departments are more common than data science teams (44 percent) but still behind design/UX and digital analytics teams (54 percent and 52 percent respectively).

The report also describes how the ownership of Digital Experience is still a shared affair in many organisations. Nearly half (44 percent) of respondents claim that digital Customer Experience is merged with other departments. This is also the case for digital analytics and insight (40 percent), design and UX (32 percent), and data science (29 percent).

Clicktale CMO Sara Richter said: “Digital Experience is now a key differentiator for businesses, almost ahead of the products they sell and the prices they charge. Many businesses today get few actual face-to-face interactions with customers. So, if brands want to foster loyalty and repeat revenue, it’s becoming ever more important to understand customers beyond just demographics and purchase history.

“Assigning a dedicated team may be a great first step to building this understanding, but without the right data and analytical ability, it’s difficult to create and shape an effective digital experience approach. Only by gathering true behavioural data and having technologies and analysts in place to draw insights from that data can brands begin to understand their customers on a more intimate level. That in turn will empower brands to build and optimise digital experiences that better serve customers and drive repeat revenue.”

The 2019 UK Digital Experience Awards are taking place in London’s Park Plaza Riverbank on July 12.


Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.

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