Acxiom: 80% of brands struggle to manage customer experience across multiple platforms
According to Acxiom's survey of 4,000 U.S. and UK consumers and 700 business leaders, the problem is not only technical. Sean Muzzy, Acxiom's global president, traces fragmented data silos to departments pursuing their own efficiency.
What's happening
According to CX Dive, 80% of brands in Acxiom's survey, released Tuesday, find it difficult to manage customer experience across multiple platforms, partners or providers. According to Sean Muzzy, Acxiom's global president, the problem stems from departments within the organization creating disconnected silos as they strive to work as efficiently as possible.
Behind the number
Acxiom's survey covered 4,000 U.S. and UK consumers and 700 business leaders.
Whose desk it lands on
The executive responsible for customer experience. Do customer service, marketing and IT work from the same data on the same customer today?
Our view
The CX Brief's interpretation, not a claim made by the source.
In Acxiom's account, one aspect of the data silo problem is not technical but organizational: each department focuses on its own efficiency. Muzzy therefore recommends first building connections between IT, customer service and marketing. A team asking for an integration budget should first ask which data these three departments keep separate today, and why.
Source
Source:Acxiom·Sample: 4,000 U.S. and UK consumers and 700 business leaders
Reported by: CX Dive·October 20, 2026
Conflict of interest: The research is Acxiom's own, not the work of an independent research firm. Acxiom sells data and marketing services to brands.
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