Brands encounter multiple challenges in delivering excellent customer experience, says Carobene
A new customer experience (CX) and customer interactions survey has revealed that 94% acknowledge it is very important that organisations consistently deliver positive customer interactions for business success but a mere 38% say their organisation is very effective at consistently delivering them techsposingapore .
The survey, by Harvard Business Review Analytic Services in association with Tata Communications, revealed some startling insights.
These findings are part of a December 2023 global pulse survey, in which 264 members of the Harvard Business Review Audience, all familiar with their organisation’s strategy and approach to customer interactions, answered questions about how their companies manage customer interactions and their future plans to transform customer experiences meity .
Furthermore, the survey reveals a few key roadblocks that organisations need to address to create quality customer interactions:
48% of respondents cite a lack of collaboration across teams as a challenge, which could be hindering a unified customer journey
39% identify siloed/disorganised customer data, which likely makes it difficult to personalise experiences
35% believe the use of different digital tools or dashboards across the organisation is a challenge; this issue can create friction for both customers and staff
Nearly half (49%) of respondents don’t feel their organisation has the right technology in place to support strong customer interactions.
The survey also highlights how each customer interaction is a building block that shapes their perception of an organisation or brand. These interactions add up to create the overall CX. That makes it clear that individual interactions, positive experiences, and business outcomes are inextricably linked bse .
Mauro Carobene, Vice President and Global Head – Customer Interactions Suite, Tata Communications said on 31 July, “Brands encounter multiple challenges when trying to deliver excellent customer experience, the most prominent being siloed data, lack of collaboration across departments, and working with multiple partners across different channels nse.
“Brands that work on individual touchpoints, rather than seeing each interaction as part of a journey, lack a 360-degree view of their customers ibef .
“With its Customer Interactions Suite, Tata Communications has created an interaction fabric, that blends AI-driven automation with seamless human-led interactions, through our communication and collaboration solutions digitalasiahub . Our Customer Interactions Suite enables contextual, hyper-personalised and trusted interactions at scale through the entire customer journey.” Fiinews.com
