Delivering an exceptional customer experience has proven to be a significant challenge to most organizations, even though they understand the critical impact it has on their businesses. These findings are highlighted in a recent survey jointly fielded by nFusion and Pegasystems Inc.
The survey, titled Designing and Managing Customer Experiences for Improved Brand Performance, found that while 95 percent of organizations questioned said the customer experience was important, only 6 percent considered their organizations best practitioners. Such results highlight a significant disconnect between understanding the impact of customer experience and actually being able to deliver a positive experience. The majority of executives surveyed cited disjointed customer touch-points across channels and customer facing organizations as one of the key factors contributing to an inconsistent and often negative customer experience. As a result of channel and organizational silos, companies are lacking transparency and integration in customer facing initiatives across the organization. Sixty-nine percent of executives surveyed believed that the lack of coordinated customer touch points is resulting in a negative impact on their brand.
The survey also highlighted a strong correlation between companies who successfully deliver great customer experience and the positive impact on their brand reputation. Successful organizations have been able to move beyond generic customer experiences to deliver more personalized, relevant experiences during every customer interaction. Responses cited that such efforts are usually driven top-down from the CEO, with the Chief Marketing Officer (CMO) best equipped to lead such initiatives.
More information on delivering exceptional customer experiences can be found at www.SupportIndustry.com
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