Marketing and Customer Experience have basically the same interests, but the objectives may ultimately be different. If you define a successful customer journey as a signature on the dotted line, then you can identify which point of the experience perception had the most significant impact. This insight is invaluable for marketing because it can determine the priorities and where to focus.

Customer experience is however, more strategic and long-term. If the selling pressure on the one hand shows that marketing has to think primarily in the short-term, then the aspect of impulse buying should come to the fore. From leadership comes seduction. If one is to believe the findings of Gartner, such a situation in the US will develop in 2016 and investments in Customer Experience should follow the lead of the investments in digital business. However, one should take into account that there are always more sites where you have to show success, to survive and thrive against the competition.