Some 70% of marketers say customer experience is not part of the board’s focus, according to the CX Benchmarking Report by Dimension Data.
It also found only 17% felt their organisation has an integrated approach to CX – often due to multiple managers taking responsibility.
Despite this, respondents did recognise the importance of CX as a competitive differentiator. They also cited it was vital for driving loyalty (87%), growing revenue (68%) and reducing costs (56%).
Nemo Verbist, group executive for CX at Dimension Data said the results called for CX to be higher on the agenda so brands can make it the priority they say it is.
“There’s an artificial reality between organisations’ CX ambitions and making real change that benefits the customer. This disconnect must be resolved,” he said.
Marketers are also wrongly trusting in tech to improve CX for them
The report found nearly a third of business have rolled out digital solutions such as chatbots and AI which don’t provide what customers need.
More than half of respondents claimed customer awareness of tech was their biggest barrier to implementing tech.
Verbist said these claims did not show a failure in tech but failure in planning. “Technology can give businesses many powerful tools to improve and support great customer experience, but it’s not simply a case of flicking a switch and it will work.
“Brands need to back their investments in technology with investments in their people, processes and planning,” he explained.
