Does this sound familiar? You're a CMO, GM of Marketing or a Senior Marketing Leader, who is part of a forward-thinking company, and you’ve got access to mountains of customer data. However, despite all of this available data, your KPIs are slipping, customer engagement is lagging, and personalisation feels robotic at best.
Unfortunately, the culprits are the disconnected platforms, gaps in system understanding and those legacy systems that aren't meeting business needs.
As we close out 2024, it is more important than ever, to meet customer's expectations around seamless and personalised interactions across every digital touchpoint. Yet, despite having unprecedented access to data, 59% of organisations struggle to deliver rapid, actionable insights for personalisation (The Econsultancy x Adobe 2024 Digital Trends—Data and Insights in Focus report). So why does it feel like your data is working against you?
The Silent Killer of Personalisation and Performance - the disconnected systems.
Data is the beating heart of every modern marketing strategy. But if your customer data is spread across multiple systems and not connected, or if departments are using a different tools or processes, you’re left with a fragmented view of your audience.
This disconnection leads to several major issues:
- Inconsistent messaging across channels, leaving customers confused.
- Delayed campaign execution as teams waste hours manually combining data.
- Opportunities missed for real-time personalisation, resulting in low engagement.
And the impact on your KPIs can be disastrous.
In fact, 52% of organisations with underperforming data systems admit their digital customer experience (CX) lags behind customer expectations (The Econsultancy x Adobe 2024 Digital Trends—Data and Insights in Focus report). Meanwhile, organisations with well-performing customer data systems are twice as likely to "surprise and delight" their customers, putting them ahead in engagement and retention.
Legacy Systems: The baggage that can be hard to shake.
There is also a point when it can become even trickier. Many organisations are relying on legacy systems—outdated technologies that weren’t built to handle today’s omnichannel, data-driven marketing landscape. Whether it’s your CRM, CMS, or marketing automation platform, the unfortunate reality is that these legacy systems simply can’t keep up.
Data from the Data and Insights in Focus report by The Econsultancy x Adobe, reports that 57% of companies say they lack a holistic view of the customer, and 54% don’t even have consistent data across touchpoints. That means your marketing teams are left trying to cobble together incomplete insights, relying on manual processes that slow down your campaigns and leave room for costly errors.
It’s not just inefficiency—it’s a huge, missed opportunity.
The Knowledge Gap: An Unseen Obstacle
Even if your systems are up to date, there’s often another hurdle to overcome - the ability to fully leverage these platforms. Many CMOs are leading teams that either lack the necessary expertise or are operating with outdated processes. This knowledge gap results in underutilised tools and misaligned strategies. Without the right skills, even the most advanced systems can become bottlenecks rather than solutions.
In fact, 41% of senior executives cite unifying data and improving intelligent customer engagement as a top priority for 2024—but without the right expertise, even the best systems can fall flat (The Econsultancy x Adobe 2024 Digital Trends—Data and Insights in Focus report).
Unify Your Data and Strategy, and overcome the barrier.
There is a way forward. By focusing on unifying your customer data across platforms, you can finally unlock the full potential of personalisation and real-time insights.
Here’s how LuminateCX helps organisations bridge the gap:
- Unifying legacy systems: We start by conducting a comprehensive audit of your current tech stack, identifying the gaps and inefficiencies that are holding you back.
- Strategy aligned requirements: We help to define the correct requirements to integrate data platforms that bring customer touchpoints into a single source of truth - enabling insights to be acted upon in real time.
- Training and empowerment: We ensure your teams are equipped with the skills they need to fully leverage modern tools, bridging any knowledge gaps.
This isn’t just about upgrading your technology—it’s about building a cohesive, data-driven strategy that delivers results. Imagine campaigns that launch faster, messages that resonate, and customer experiences that consistently exceed expectations.
Why now is the time to act.
In a world where organisations plan to prioritise investment in customer data management technology in 2024, falling behind isn’t an option. As customer expectations rise, the cost of sticking with disjointed systems and missed opportunities grows exponentially.
LuminateCX specialises in helping organisations like yours streamline their marketing technology, integrate legacy systems, and create personalised customer journeys that drive real growth.
