| A gap existsbetweenrecognisingthevalueofgreatcustomerexperiencesandcompanies’abilitytoprovidethem.new survey by Harvard Business Review Analytic Services and Tata Communications highlights this clear difference. While 94% of businesses agree that steady positive customer interactions are key to success 38% think they’re doing a good job at this.The core issue stems from the divided structure of many companies. The survey showed that a whopping 48% of participants saw poor teamwork between departments as a main barrier to building a smooth customer journey. This isolated way of working stops businesses from giving a consistent experience at different points of contact. Mauro Carobene, Vice President and Global Head – Customer Interaction Suite at Tata Communications, summed up the problem well: “Brands that zero in on single points of contact instead of seeing each interaction as part of a customer’s path don’t grasp what their customers need.”
The problem gets worse when it comes to managing customer data. The survey shows that 39% of people who answered have trouble with customer information that’s scattered and not organized well, which makes it hard to give customers personal experiences. To make things even tougher, 35% said using different digital tools and dashboards across the company is a big challenge. Technology, which people often think will fix things, is part of the problem. |
