Tuesday, December 11, 2018
Insights

5 Issues with Your Customer Experience Strategy

Erin Ollila
September 24, 2018

3 minute read

Developing a cohesive strategy is a key step to creating a customer experience that excites and engages customers. However, customer experience leaders still face challenges in taking that strategy and making it a reality.

As previously reported, we surveyed more than 350 CX leaders regarding how prepared they felt to meet — and exceed — present and future customer experience needs. Here’s what the data suggests are the top issues that CX leaders are facing.

Lack of access to information

For a customer experience strategy to be successful, it must be grounded in data. However, top CX leaders still feel as if they’re missing key information about their customer base. 41% of survey respondents don’t feel confident they have access to all of the information necessary to truly comprehend their consumers and in turn deliver better experiences.

5 Issues with Your Customer Experience Strategy

Managing an omnichannel experience

Modern consumers want to shop in a manner that is most convenient to them, which means they may check the availability of items in store while at home before leaving to make their purchase in-store. Similarly, shoppers may want to try out items in a store, but buy them online at a later time. Managing the accessibility and overall ease of this experience is something that top CX leaders aren’t quite sure they’re prepared for. In fact, 41% of respondents felt unable to design multiple channel experiences across both traditional and digital channels.

Adapting experiences to each customer’s unique journey

Personalized experiences not only make sales, but they encourage customers to develop trust with brands and in turn grow a sense of loyalty. However, 42% of respondents report being unable to adapt experiences specific to each customer, with only 29% of respondents feeling confident that they can.

Understanding how to measure CX improvements

It’s one thing to commit to making strides in improving how your company handles CX, but there’s no way to know if any changes are effective when you’re unable to measure those improvements. 57% of respondents report being unsure or not having enough knowledge of what to measure in order to indicate their customer experience strategy is getting better.

5 Issues with Your Customer Experience Strategy

Investments in CX happen too slowly

Though leaders may understand the importance of developing customer experience strategies, they still have to convince the decision makers of their companies to invest fast enough to stay current with technological advancements. The majority of respondents thought their companies were lagging, and only 13% of those surveyed believed their companies are keeping pace with emerging and changing technologies.

5 Issues with Your Customer Experience Strategy

Take our CX assessment and find out where you currently score in customer experience. As a bonus, you’ll get the full 2018 Smarter CX Insights Report right after you’re done.

Erin Ollila
Erin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. After a 12+ year career in human resources, she's jumped headfirst into digital strategy. Erin is a geek for SEO and all things social media.
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