Even when the leaders of organizations are convinced that they need to deliver superior customer experiences, they often fail to do so in practice. Why is this?
80% of brands surveyed in a Bain & Company study believed they delivered a “superior experience” to their customers. However, when customers were asked about their own perceptions, only 8% of firms were found to be delivering a superior customer experience. In the increasingly competitive market today for goods and services, Customer experience has become a key differentiator and a major driver of customer loyalty and revenue growth. However, some companies excel at delivering great customer experiences, while others are clueless.
Even when the leadership of organizations is convinced that they need to deliver superior customer experiences, they often fail to do so in practice. Why is this?
80% of brands surveyed in a Bain & Company study believed they delivered a “superior experience” to their customers. However, when customers were asked about their own perceptions, only 8% of firms were found to be delivering a superior customer experience.
Here is what some CX professionals had to say about ‘brand biases’ and creating a customer-centric culture by listening to what customers have to say. These responses are part of our CX Challenges and Actions report, which has insights from 102 Customer Experience experts on challenges, actions they took, and best practices in delivering exceptional customer experiences.
Closing the gap between customer expectations and the experience your brand offers is easier said than done. It requires the leadership to first of all acknowledge that there is a gap, then set aside their biases, listen to what their customers are saying, and maintain a sustained commitment at all levels of the organization to improve the customer experience and the resources, including people, technology and processes. Is your organization assuming what your customers want, or are you listening to your customers? Is your Customer Experience strategy based on valid insights from relevant data?
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