Why overuse of customer engagement technologies is harming CXby
On average, marketers are already using 10 customer engagement technology systems and are committed to further investment. But this complexity is causing confusion.
In a recent post, I discussed some of the findings from a recent study by The Harris Poll and RedPoint Global. Addressing The Gaps In Customer Experience was based on the results of two surveys. One involved 454 senior marketing and customer experience executives, and the second involved 3,002 adult consumers. The participants in both surveys resided in the United States, Canada, or the United Kingdom.
As the title of the research report suggests, the primary objective of this study was to identify where and how the perceptions of marketers and consumers about the quality of customer experiences differ. I discussed some of those findings in my earlier post, concluding that the "headline" finding from the research was that marketers rate the quality of their customer experience capabilities significantly higher than consumers.
92% of the marketers said their ability to provide an exceptional customer experience is excellent or good. But when the consumers were asked to think about the companies they interact with on a regular basis, only 80% rated these companies as excellent or good at providing great customer experiences.
The research also provides several interesting insights about how marketers view the technologies they use to deliver customer experiences. Somewhat surprisingly, the marketers in this study view technology as essential for providing great customer experiences and as a source of major challenges.
The strategy-execution gap
First, it's important to put the findings about technology in the right context. Most of the marketers in this study were satisfied with their customer experience strategy, but not with its execution. More than half (57%) of the surveyed marketers said their company has the right customer experience strategy, but isn't able to execute it effectively. An even higher percentage (63%) said their company doesn't execute its customer experience strategy "very well."When the survey participants were asked about the challenges associated with closing the strategy-execution gap, the top three challenges identified were:
- The complexity of technology solutions (39% of respondents).
- Lack of cross-functional commitment to strategy (35%).
- The inability to integrate new capabilities with existing processes or technology (33%).
Satisfaction with technology
G. David Dodd is a consultant and author who has been advising and supporting B2B companies for over 25 years. He works with clients to evaluate major strategic issues and initiatives, develop business and marketing strategies, create authoritative, compelling content, and design effective content marketing programs. He also helps clients...