In 2019, both marketing and IT teams have become obsessed with a new element of online business — digital experience (DX). But nobody is quite sure what a digital experience entails, or whose responsibility it is to get it done.
While marketing has traditionally owned the customer experience (CX), there’s a strong argument that they should also own DX. But IT teams have been instrumental in selecting new digital technologies to improve the customer and employee experiences, so they also feel like they should be in charge of DX. As such, both groups honestly feel they have a right to claim this new ground.
And with the field of DX becoming increasingly swamped with buzzwords and jargon, IT and marketing teams are finding it harder than ever to collaborate, resulting in a huge disconnect between these two groups.
By surveying over 200 IT professionals and 200 marketers across both the UK and US, we have developed unique insights into the emerging DX landscape and the attitudes both groups hold in relation to their peers, and here’s an easy to digest infographics to show what we’ve found: