U.S. and UK business executives rank customer experience above sales and revenue as their key focus in 2017, according to a new report from CX and analytics software Calabrio.
A full 100 percent of the C-suite survey respondents are prioritizing the customer, in contrast to just 58 percent who cited sales and revenue as their primary concern.
The importance of delivering exceptional customer experiences is now more apparent than ever. More than half (52 percent) of senior leadership globally view customer experience as the most important way of differentiating their brand., according to the report, Success in The Experience Era: Connecting Customer and C-suite.
However, the study uncovers that companies and their C-suites have hurdles to clear before they can fully understand and engage customers. For example, nearly half (47 percent) of CMOs feel that they do not have the right tools deployed in order to understand their customers’ greatest challenges. And, at the heart of the problem is a lack of clear customer ownership post-sale—only 35 percent of CMOs believe that using customer data insights is their responsibility, while a mere 29 percent claimed ownership. Looking further across the C-suite, only 37 percent of chief executive officers stake a claim on improving customer experiences.
“It is clear that the customer is paramount to success. But the challenge comes in understanding how customers interact with businesses, particularly when it comes to the contact center,” said Tom Goodmanson, president and CEO at Calabrio, in a news release. “The challenge is two-fold: first to ensure businesses are gathering accurate customer insights as a rich source of business intelligence, and secondly to understand how this data can be used to inform wider business improvement and customer engagement strategies.”
The firm surveyed 844 senior business decision makers from across the globe, including more than 350 C-level executives, on their business priorities and views on customer experience.
Want more like this?
Subscribe to get daily or weekly PR News updates from Bulldog Reporter
It should be no surprise that there is a generational difference in the content that influences people to visit a company's website from social media, according to a new survey from creative portfolio website Visual Objects. One key difference involves eye-catching...
If you walked by the Quincy Street Kitchen in Minneapolis a few weeks ago, you’d have seen guests enjoying dinner featuring Armenian holiday grilled chicken served with guasacaca sauce, along with Venezuelan pulled chicken empanadas and seasonal panna cotta. But that...
New research from digital performance firm Riverbed explores insights and perspectives of consumer opinions on the digital retail experience—and what they desire from retailers to stay engaged, satisfied and loyal. The firm’s report, Riverbed Retail Digital Trends...