In April 2022, Akeneo commissioned Forrester Consulting to understand how product data and product content tools and processes impact engaging and contextualized customer experiences. The study highlights PX, a subset of customer experience focused on the experiences related to discovering, purchasing, and using products. To explore this topic, Forrester conducted an online survey with 452 global product strategy decision-makers. We found that organizations are struggling to create and harness quality product data that they can use to inform customer experience development and achieve business goals. Though appropriate tools, people, and strategies may be in place, organizations have yet to tap into the right functionality and combination of resources to make their PXM most effective. Mature leaders demonstrate that developing a robust PXM strategy leads to achieving overarching strategic goals that stimulate both product and customer experience goals.
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