8 February 2022

2022 Digital Trends Report for a digital-first future

The digital trends shaping the future of customer experience.


As the digital-first economy continues to accelerate, keeping pace demands more than just quick tactics — it requires meaningful, holistic solutions to help you grow in the long term.


The future of customer experience is clear. In the "2022 Digital Trends" report, we interviewed thousands of seasoned professionals to learn how they’re reacting, evolving and succeeding amid significant disruption and opportunity.


Change is here to stay and personalised experiences are the standard.

The pace of change is accelerating. Now that customers are rewired for digital, their expectations for personalised experiences have intensified. But only 22% of surveyed business laggards are pursuing personalisation initiatives using customer data versus 85% of business leaders. Businesses must create change at every level of their organisation to compete in a digital-first economy — from embracing first-party data to increasing experience investment.

“If you’re not thinking about the customer holistically, you will fail the customer in a big way.” - Ajit Sivadisan, Vice President, Lenovo

Real-time personalisation is a competitive differentiator.

As businesses strive to unify their data, they are not adequately investing in the systems that allow for real-time personalisation. Around 37% of surveyed practitioners say poorly integrated tech systems is the main barrier to personalisation — despite it being a competitive differentiator. (Michael Nilles Chief Digital & Information Officer, Henkel)

Building trust without cookies is business critical.

At a time when customers expect better, personalised experiences, businesses must inspire trust through responsible use of customer data. But with cookies on their way out, thirty-eight per cent of practitioners still consider themselves NOT prepared for a cookieless marketing environment indicating there’s significant room for growth in building a culture of trust. 38% of surveyed practitioners consider themselves NOT prepared for a cookieless future.

Agility is crucial in an era of relentless change.

Although organisational agility across people, processes and technology is recognised as essential to successful marketing, many businesses haven’t implemented this cultural change. Almost three-quarters of surveyed practitioners do not consider themselves agile when responding to opportunities and disruptions. (Suresh Viswanathan, Chief Operating Officer, TSB Bank).

Meaningful collaboration includes individuals at all levels.

From board rooms to workstations and marketing to IT, organisations are focusing on shared visions for success. However, under half of senior executives believe marketers are collaborating successfully with IT and practitioners scored collaboration only slightly higher. Breaking down silos remains a priority. 34% of practitioners score collaboration between marketing and IT at 8 or higher out of 10.