Originally Published in CMO
Written by VANESSA MITCHELL
Enterprise, consumer brands remain at the forefront of customer journey orchestration adoption and journey innovation according to a new study.
Kitewheel released its annual State of the Customer Journey report based on data from 7.8 billion customer journey interactions in 2019 and over 19 billion customer interactions since 2014. The report reveals 91 per cent of all tracked interactions in 2019 involved enterprise companies and more than half (62 per cent) involved B2C companies. Interactions for enterprise and B2C companies increased 71 per cent and 120 per cent respectively in the last year.
The report also found marketing initiates the majority of customer journey orchestration efforts and in 2019, marketing interactions increased over 50 per cent from the previous year, hitting 5.2 billion customer journey interactions. What’s more, true innovators are seeing the value of connecting marketing to their CX teams.
Read more great coverage of the Kitewheel State of the Customer Journey 2020 in CMO.