Not many companies have succeeded in the digital transformation necessary to achieve successful hybrid CX, and fewer than 1 in 7 marketers say they have a digital infrastructure to deliver mature hybrid models, according to a new study from the CMO Council Research, the global network of marketing executives and brand decision-makers.

The study, titled Cracking Tomorrow’s CX Code and conducted in partnership with analytics firm SAS, also shows that more than half (56%) of consumers say brands are not very good at delivering a seamless experience across both digital and physical channels.

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Here are other key findings from the study, which deployed two surveys that polled more than 1,000 marketing leaders and 2,000 consumers from around the world:

• 60% of marketers say the digital customer journey has dramatically changed their CX strategy.
• 65% of marketers are not very confident about their current CX strategy’s ability to win and retain customers.
• 67% of marketers say delivering hybrid CX over the next 12 months is either extremely (32%) or very (35%) important.

But despite the clear emphasis by brands on CX for the digital journey, almost half (48%) of consumers feel that brands are not doing a good job at delivering the right experience to win and retain their business. And at least 66% of consumers do not feel in control over what brands do with user data and privacy.  

The study also touches on many other current CX issues, including customer loyalty drivers, brands and the maturity curve of CX capabilities, consumer concerns on privacy, delivering on hybrid CX, adopting AI or machine learning (ML) to serve up rewarding experiences, and more.

“Chances are your CX strategy is crying out for a modern makeover,” says Donovan Neale-May, executive director of the CMO Council. “The challenge is to orchestrate a great customer experience that hits all the right notes—from digital self-service to meaningful personalization, to privacy and trust, and to seamless omnichannel, including a ‘hybrid’ blend of physical and digital experiences.”