CX supremacy: 94% believe delivering positive customer experiences crucial for success of businesses, reveals report

A new customer experience and customer interactions survey by Harvard  Business Review Analytic Services in association with Tata Communications, stated that 94 per cent acknowledge it is very important that organisations consistently deliver positive customer interactions for business success, however only 38 per cent say their organisation is very effective at consistently delivering them. The relationship between a business and its customers is centred on the customer experience (CX). Conventionally, when the term CX is used, it refers to traditional sales and marketing touch points along the customer journey, such as helpful store clerks in aesthetically pleasing stores or elegant and simple apps and websites.

The report further highlighted that 48 per cent of respondents cite a lack of collaboration across teams as a challenge, which could be hindering a unified  customer journey. For 39 per cent, identifying siloed/disorganised customer data, makes it difficult to personalise experiences. 

Interestingly, 35 per cent respondents believed that the use of different digital tools or dashboards across the organisation is a challenge and can create friction for both customers and staff. Nearly half, that is 49 per cent of respondents don’t feel their organisation has the right technology in place to support strong customer interactions. 

Mauro Carobene, Vice President and Global Head – Customer Interaction Suite, Tata Communications, said, “Brands encounter multiple challenges when trying to deliver excellent customer experience, the most prominent being siloed data, lack of collaboration across departments and working with multiple partners across different channels. Brands that work on individual touchpoints, rather than seeing each interaction as part of a journey, lack a  360-degree view of their customers.” 

Furthermore, the study revealed that making cross-channel customer interactions more seamless, consistent and personal is paramount as 97 per cent of respondents say their organisation is focusing on one or more improvements to customer experience over the next 12 months. Meanwhile, more than half or to be more precise, 53 per cent of the respondents say their organisation is increasing use of customer data analytics  and customer relationship management (51 per cent) tools over the next 12 months.

Additionally, 46 per cent plan to increase their use of process and workflow automation, while a similar proportion, that is 44 per cent, intends to increase the use of customer experience or engagement tools. 

“Enhancing the customer experience isn’t just the job of customer service and marketing teams; every team involved  with the customer should have the capability to collaborate and contribute. Technology can be a big help in driving  exceptional customer interactions across multiple channels. With the right tools, organisations can analyse customer  data more effectively, personalise interactions, make that data accessible across the organisation, and create a  seamless experience for both customers and employees,” said Alex Clemente, Managing Director, HBR Analytic Services.