Contributor and SMX speaker, Adam Dorfman, thinks the customer feedback ecosystem is going to play an even more important role in the coming year for businesses looking to improve operations and the customer experience.

Below is the video transcript:

Hi everybody, my name’s Adam Dorfman. I’m a director of product growth at and I’m going to talk about some of the trends and one big important trend that we’re seeing right now and that we think it’s going very much carry over into 2020. And that’s how up until recently, the way most businesses would think about how their business was doing was through the use of surveys and collecting survey data. Specifically, MPS being a metric that many businesses like to use to determine how well they were performing.

An example of an MPS question would be: On a scale of 1 to 10, how likely are you to recommend this business to a friend of yours?

And if it was an eight or higher, that was great. And if not, it was lower. And that’s still very helpful because you can ask your customers directly, after you know they visited your business and things along those lines, still a fantastic way to gage sentiment. However, it’s a very small part in all the places that customers, your customers, are leaving information about your business.

When you think of the customer feedback ecosystem, or the customer feedback economy, whatever you want to call it, there’s many, many places where information about your business is being left. And those could be on review sites. They could be on question and answer sort of sites like Google My Business Knowledge Panels, or the site Quora. It can be in forms. It can be messaging. It can be all sorts of different, all sorts of different places.

If you aren’t tracking all of those different places in the wild, where this information is being left either solicited or not solicited, more often than not, not solicited, you’re missing a huge opportunity in being able to understand what customers truly think about your business and how to improve your business operationally, to make a better business and to improve the customer experience.

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Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Adam Dorfman is a technology and digital marketing professional with more than 20 years of experience. His expertise spans all aspects of product development as well as scaling product and engineering teams. He has been in the SEO and Local SEO space since 1999. In 2006, Adam co-founded SIM Partners and helped create a business that made it possible for companies to automate the process of attracting and growing customer relationships across multiple locations. Adam is currently director of product at Reputation where he and his teams are integrating location-based marketing with reputation management and customer experience. Adam contributes regularly to publications such as Search Engine Land, participates in Moz’s Local Search Ranking Factors survey, and regularly speaks at search marketing events such as Search Marketing Expo (SMX) West and State of Search as well as industry-specific events such as HIMSS. Follow him on Twitter @phixed.


One would think that with more than 7,000 martech tools available to create exceptional digital customer experiences, businesses would have little trouble building a marketing stack that delivers a seamless customer journey — but that doesn’t appear to be the case, according to Simpler Media’s latest State of Digital Experience report.

Of the 325 digital customer experience executives surveyed by Simpler Media, 79% said digital customer experience (DCX) was an extremely or very high priority for their organization. Yet, nearly half (46%) reported they had yet to invest in personalization tools or had no budget in place for such technology. Just 9% said they are using personalization tools, while 27% said they are testing them.

How would you describe your organization’s use of digital customer experience personalization tools?

“We can’t take personalization out of the broader digital experience,” said Siobhan Fagan, managing editor of CMSWire. Fagan presented the report findings during her keynote at the DX Summit in Chicago. “You need, of course, the technology that makes it all possible.”

The 9% figure is actually a drop from last year when 14% said they were seeing results with personalization — not a strong sign in terms of how personalization tools or their utilization have evolved over the past year.

Businesses want more customer insights, but fail to utilize metrics

Prioritizing DCX, but not personalization tools, wasn’t the only disconnect revealed by the report.

Ninety percent of the DCX executives surveyed said they lacked insights that explain why their customers are doing what they’re doing, with only 11% reporting that they understood their customers’ behavior well — 33% rated their understanding of their customer behavior as poor. Fifty-two percent said they “moderately” understood their customer behavior (which, honestly, sounds only slightly better than “meh”).

At the same time, the majority of the survey respondents (57%) reported they were using just three or fewer metrics. Of the companies using one to two metrics, 54% claimed the “effectiveness” of their measurement tools needed work. For the companies using three to four metrics, 48% said the “effectiveness” of the tools needed work.

This may be changing, however. When asked to name their organization’s DCX investment priorities, 59% — the largest share — listed analytics, insights and dashboarding. Also, nearly a third of the survey respondents said improved analytics was a top customer data management priority for their organization.

Silos are a top challenge for DCX teams

When listing their top challenges in terms of creating and implementing effective DCX efforts, 47% said siloed systems and fragmented customer data and 42% reported limited cross-department alignment and collaboration. Arguably, these two challenges — siloed systems and limited cross-department alignment — could fit under the same umbrella. In other words, a large majority of DCX professionals want more connectivity across organization departments.

This finding backs up customer experience expert Kerry Bodine’s premise that silos are the biggest obstacle in the customer journey. While silos may enable businesses to make things happen at scale that would otherwise be impossible, they are terrible for customers who are trying to accomplish different tasks, says Bodine.

The DCX industry’s take on martech

Looking at the nuts and bolts of the systems used to create digital customer experiences, 46% said their current platforms and tools need work. Forty-one percent said the tools they used were satisfactory and 13% reported they worked well. At the same time, 60% reported they were currently evaluating, upgrading or shopping for new CMS platforms or digital experience platforms. Translation: There are more DCX executives who are either not happy — or would rate their tools “satisfactory” — than the number of executives actually looking to invest in new platforms.

Interestingly, on the CDP front, 23% reported having already purchased a CDP, and more than a third (34%) are evaluating options. Meanwhile, 13% have decided against a CDP and 28% are undecided. It’s a close split, but the fact that more DCX executives are either already committed to using — or are evaluating — a CDP shows the industry is open to adopting systems that can help build a unified view of the customer.

“Nobody wants to go back to the days when customers are viewed and treated the same,” said Fagan from the DX Summit stage, “We need to look at our digital experience efforts as part of a bigger whole, not piecemealed together.”

About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.