Across Regions, Difficulty Personalizing Customer Interactions Is The Top Barrier To Revenue Growth AMERICAS (N=148) EMEA (N=107) Difficulty personalizing customer interactions 51% Insufficient customer data 42% Inability to come up with new ideas or innovations 30% Inability to foster long-term brand loyalty 28% Lack of investment/high costs of analytics platform 18% Lack of internal skills or resources 26% Inability to assess the cause and effect of introducing a new strategy or initiative 44% Difficulty personalizing customer interactions 52% Inability to come up with new ideas or innovations 41% Inability to assess the cause and effect of introducing a new strategy or initiative 38% Lack of internal skills or resources 35% Inability to foster long-term brand loyalty 17% Lack of investment/high costs of analytics platform 25% Insufficient customer data 51% APAC (N=71) Difficulty personalizing customer interactions 55% Inability to assess the cause and effect of introducing a new strategy or initiative 39% Inability to come up with new ideas or innovations 30% Lack of internal skills or resources 28% Lack of investment/high costs of analytics platform 14% Inability to foster long-term brand loyalty 25% Insufficient customer data 47% Barriers To Revenue Growth By Region 19 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 18 Base: 326 B2C strategy decision-makers in the retail industry in the Americas, Europe, the Middle East, and APA Source: A commissioned study conducted by Forrester Consulting on behalf of Mastercard, March 2024
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