64% of Marketers Expect Customers to Become More Demanding in 2022

As marketers continue to focus on providing a unique, memorable customer experience, new research suggests that they anticipate customer expectations to rise in the coming months.

In collaboration with Demand Metric, Mitto recently published “The State of the Customer Experience” report, and statistics indicated that 64% of marketers believe that customers will become more demanding in 2022. About 32% of respondents said they think customer demands will at least remain the same, while only 4% foresee their customers becoming less demanding.

As a result, more marketers appear to be gearing up to increase their investment in the customer experience — especially those who leverage an omnichannel strategy. Approximately 71% of marketers with a complete omnichannel strategy intend to increase their investment in the customer experience this year, while 24% plan to at least sustain it.

Marketing Content for the Customer Experience

Customer behaviors are continuing to evolve, and as a result, previous research indicates that marketers are pivoting to adapt, particularly when it comes to content.

Acquia conducted its “Customer Experience Trends Report,” and data suggested that 49% of marketers have begun to develop more content for customer engagement to adapt to new behaviors. Additionally, 52% stated that their organization has made it a priority to maintain brand consistency for customers.

About 55% of marketers have adopted a digital experience platform to manage their content marketing, as well as customer data. This has helped them deliver a consistent, personalized customer experience.