Customer experience strategies revealed as patchy [UsabilityNews]
“There is a gap between what organisations realise is important about customer experience and what they are actually doing in practice,” writes Ann Light in UsabilityNews.
“A survey from cScape and e-consultancy records that 64% of company respondents believe joined-up online and offline experiences are essential for engaging with their audience. However, some 60% of companies are either not very advanced at mapping customer experiences and identifying touch-points (36%), or admit they have to start looking at this because they are not doing it all (24%).”
“The survey of agencies and organisations involved more than 800 respondents, all internet and/or customer experience professionals answering questions on customer experience measurement, methods of customer engagement and barriers to effective delivery.”
