Observed Signal · Oct 20, 2022 · Research Publication · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Location Tech's Role in CX Roadmap
A CMSWire feature examines how location technology fits into customer experience (CX) strategies, citing a Forrester Consulting survey commissioned by geofencing provider Radar. CX leaders cite cross-channel consistency (57%) and personalization (54%) as top challenges, and 83% plan to focus on personalized experiences. However, location-based engagement hinges on user permission; Google telemetry shows 85% of permission prompts are ignored or dismissed, and under 7% of users grant access. 68% of survey respondents said customers failing to opt into location sharing is a challenge. Experts suggest transparency and clear consumer value are essential, and that brands should request location permissions at appropriate moments. The article also covers indoor location tech's mixed commercial prospects, citing investor Don Dodge's experience and an industry projection of indoor location growing from $62.3B in 2022 to $92.4B by 2031.
Survey-based feature on location tech in CX highlights opt-in and privacy challenges, but no major platform change or industry-shifting announcement.
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Key Takeaways & Evidence Grounding
- A Forrester Consulting survey commissioned by Radar found 57% of CX leaders cite cross-channel consistency and 54% cite personalization as top CX challenges.
- 83% of survey respondents said creating more personalized customer experiences is a priority over the next 12 months.
- Google telemetry shows 85% of permission prompts are ignored or dismissed, about 9% are blocked, and under 7% of users grant permission.
- 68% of survey respondents acknowledged that customers failing to opt into location sharing is a challenge.
- Industry projections cited in the article estimate indoor location technology will grow from $62.3B in 2022 to $92.4B by 2031.
- Google announced a new permission prompt design, the permissions chip, in February 2022 to reduce unnecessary requests.
Connected Companies & Entities
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