Adobe: 2020 Web Customer Experience Trends Report

Adobe released the "2020 Web Customer Experience Trends Report". In 2019, professionals equipped with advanced customer management were four times more likely to achieve corporate goals than those who were not equipped with advanced customer management.

When asked to select three web-related areas, the most frequently cited top priority was social media engagement and analytics (28%), followed closely by content management (25%) and targeting and personalization (25%).

More than a third of CX (customer experience) leaders (36%) are delivering personalized experiences in real time. Another common priority for CX leaders in 2020 is video content (23%).

Talent and privacy in the spotlight in 2020

When it comes to focusing on major issues, there is a big gap between CX leaders and others in terms of concerns about the economic climate. When asked to select their top areas of concern for 2020, significantly fewer CX leaders (19%) than the mainstream (29%) chose concerns about an economic recession.

Instead, CX leaders appear to be most concerned about attracting and retaining talent (23%), with others (18%) not giving it as much of a priority. Considering that about 70% of marketing teams expected to grow last year, competition for skilled talent is unlikely to go away, especially as marketers regularly add new technologies to their processes. In response to talent issues, about 39% of CX leaders offer in-person professional training.

Another area where CX leaders appear to be concerned is data and privacy concerns (19% vs. 16%).

Artificial Intelligence and Machine Learning

Despite concerns about data, the data is clear in terms of the advanced technologies CX leaders are using. Simply put, CX leaders are ahead of the curve when it comes to artificial intelligence and machine learning. More than a third (36%) are currently using this technology, and a further 28% plan to invest in this area in 2020.

The PDF version will be shared to the 199IT exchange group. If you want to support our development, please join us!