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Bosses Brag About “360 Views,” But Consumers Don’t Buy It

Disconnect between top-level execs and shoppers on customer experience and relevance found in study.




PHOTO: Golden Sikorka/

Just over three-quarters (76 percent) of business leaders express confidence in having a comprehensive customer 360-view to deliver personalized experiences, new research from enterprise customer data platform Treasure Data found. However, just 25 percent of consumers share this sentiment regarding their favorite brands, revealing a significant perception gap.

Beyond that, the research highlights another notable finding – a whopping 88 percent of consumers believe that less than half of the content they receive from brands is relevant.

“As 2023 comes to a close, it’s worth reflecting on consumer expectations and taking an honest assessment of how to best meet their ever-evolving needs,” says Treasure Data CMO Mark Tack. “This research paints a clear and concerning picture: Despite brands’ best efforts, they struggle with messy, complex customer data challenges that limit their ability to understand and engage consumers effectively. As brands seek to level up their customer experiences in 2024 and beyond, it’s critical to invest in people, processes and technologies to chart a better path forward.”

Fast-changing technology appears to have made such disconnects fairly common; other recent surveys covered by Shop! that came to similar conclusions include “Small Retailers Struggle to Meet Shoppers’ Expectations” and “Data and Technology Disconnects Damage In-Store Experience.”

The Treasure Data report, titled “Data Driven Insights: Navigating the Consumer Landscape in 2024,” polled 1500 B2C C-level executives and 6000 consumers. Click here for more results from that effort.




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