The State of Customer Experience Omnichannel Report

INTRODUCTION

When customer support and marketing strategies create happy customers and drive revenue impact, magic happens.

The proliferation of digital channels and escalating demands of customers have created a perfect storm for marketing and customer support teams. The sheer number of touchpoints that customers can use to engage with brands throughout their journey has created silos that, without careful coordination, can negatively impact the customer experience.

Mitto and Demand Metric recently partnered to understand how marketing and customer support teams create loyal customers, and how they will improve the customer experience they deliver in 2022 and beyond.

This report examines the state of the customer experience and the relationship between omnichannel maturity across three core strategy

elements: People, Process, and Technology.

Our hypothesis: High maturity responses to these strategy components will result in increased customer loyalty and revenue impact.

The results of this study confirm the validity of the research hypothesis: Brands that engage with customers in an omnichannel environment “outperform” those who offer limited, disconnected touchpoints.

The following report summarizes the results of this year’s survey and shares insights from over 600 study participants.