Senior marketers and IT leaders alike are also struggling to get the multi-channel experience right, as they try and follow their customers who are using mobile devices more often.
Around 42 percent of CIOs and CMOs say that technology is siloed and too cumbersome, which makes it difficult for them to craft cross-channel experiences for their customers, and this figure represents an increase of eight percentage points from last year.
Although 43 percent of CIOs believe it is important to develop a consistent and relevant cross-channel experience, 45 percent say the complexity of channel-specific experiences precludes them from being able to provide one platform to manage it.
Accenture says companies need to invest more time in establishing a digital vision and make sure CIOs and CMOs collaborate with each other more tightly to bring the vision to life. They also need to "unify"around the customer experience to create a truly digital business.
In addition, they need to "rethink" the operating model to integrate customer-focused skills throughout the company, and develop a marketing model and budget that "aligns with a new ecosystem of marketing services".
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