Customer Experience Is Not Important Enough
June 30, 2010 11 Comments
In our recent research, The Current State Of Customer Experience, we asked survey respondents to identify significant obstacles to their companies’ customer experience efforts. Here are the issues they selected:
My take: In an earlier post, I showed that most companies want to become customer experience leaders in their industry. Despite those ambitions, 71% of respondents say that “other competing priorities” is a significant obstacle to their customer experience efforts. After that, then next three obstacles on the list were picked by about half of the companies: lack of a clear customer experience strategy, conflict across internal organizations, and a lack of funding.
What are the chances of actually becoming a customer experience leader in the face of these issues? Slim.
If customer experience is really important to a company, then it needs to be dealt with like other important corporatewide efforts – and given the priority it needs. The changes necessary to be a customer experience leader are not superficial; companies need to develop four competencies:
- Purposeful Leadership
- Compelling Brand Values
- Employee Engagement
- Customer Connectedness
The bottom line: It’s time to really make customer experience a priority