Topic: Customer Experience
We now live in an opt-in world full of perpetually connected consumers who expect to be understood as individuals and whose behavior blurs the lines between sales, marketing, support and service. Not surprisingly, forward-thinking companies are pivoting quickly to embrace the future of customer engagement by delivering superior customer experiences.
However, in 2017, the quality of customer experience in most industries and companies either plateaued or declined, according to a Forrester report. With customer expectations continuing to outpace the ability of organizations to evolve experiences, Forrester expects 30% of businesses to see additional declines in customer experience performance in 2018.
“The fate of individual companies has never been more uncertain, and the window of opportunity is closing for many companies unprepared or unable to adapt to new market realities,” according to Forrester’s report Predictions 2018: A year of reckoning.
Research shows that consumers expect their interactions with companies to be tailored to their preferences: both their explicitly stated preferences and their previous activity with the company. So why are so many companies failing to listen? Siloed systems causing fragmented customer data is one of the primary obstacles to advanced customer experience initiatives. When organizations can’t effectively share or collectively interpret full-spectrum customer data, they can’t implement customer experience programming with confidence.
An enterprise preference management system can consolidate that data across your organization, simplifying the process of both listening to the customer and acting on their preferences. When the experience of the customer improves, their quantity and pace of interactions with a company increase. It’s that simple. What is your company doing to improve your customers’ experience?