Not only that, but a truly stellar CX can do the unthinkable. In an age of endless options, 77% of respondents said that they could overlook a bad experience with a business if they had positive ones overall.<\/p>\n With that in mind, let\u2019s explore some of the latest research on\u00a0CX strategy<\/a>\u2013and what\u2019s holding many businesses back.<\/p>\n Crafting a seamless\u00a0exp\u00e9rience client<\/a>\u00a0requires clear insight into what your customers want and the obstacles they face when they engage with your business.<\/p>\n Surveys can be helpful tools, but they also have their limits. The insight you gain depends on who chooses to participate. Plus, you can only seek customer input after a transaction. You can\u2019t assess their experience or adapt to their needs in real time.<\/p>\n One possible solution to this concern is to make sure you\u2019re\u00a0drawing from as much data as possible<\/a>\u00a0at every stage of the customer journey.<\/p>\n Every detail, from past interactions with your company to the items sitting in their cart, can inform how your representatives engage with a customer. Depending on your system, you can also harness AI and machine learning to personalize your CX on a larger scale.<\/p>\n Great CX means simple, effective, and enjoyable interactions with your customers wherever they are in their journey. However, traditional corporate structures can make it harder to enforce more comprehensive CX strategies.<\/p>\n A 2020 SurveyMonkey report showed that companies working in a cross-sectional collaborative way were\u00a067% more likely to see financial gains<\/a>\u00a0during the pandemic.<\/p>\n But shifting from a standard department-centric model to something more holistic isn\u2019t easy\u2013especially if you don\u2019t have buy-in at every stage. So, step back and revisit your customer journey.<\/p>\n How much do you know about your customer\u2019s experience at each touchpoint, or about your colleagues\u2019 vision for each stage? Where does each department intersect?<\/p>\n Every aspect of the customer journey feeds into an overall impression of your brand and your CX. Approach your role from a more holistic lens. Instead of abrupt handoffs, think how you can work with other members of your organization to create seamless transitions.<\/p>\n We all know that more customers have moved online in response to the pandemic, driving more businesses to invest in\u00a0ecommerce<\/a>. But that doesn\u2019t mean there\u2019s no place for in-person experiences in your CX strategy.<\/p>\n UN\u00a02022 report by CM Group<\/a>\u00a0showed that while 75% of Gen Z consumers shop on their smartphones, this generation also values in-person shopping experiences. In a cross-generational survey of 1,000 participants, they found that Gen Z shoppers often preferred in-person shopping more than their Millennial counterparts.<\/p>\n In fact, last year Vogue and GQ surveyed 1,300 of their US readers aged 18\u201365 and found that\u00a0Gen Z was 56% more likely<\/a>\u00a0than other age groups to have shopped for clothes in-store in the past three months.<\/p>\n As digital natives, Gen Z consumers are more comfortable navigating among commerce sites, social media platforms, mobile apps, and yes, even brick-and-mortar buildings, to explore their options.<\/p>\n A report released by London Research and BlueVenn found that, globally, only 29% of client-facing companies felt they\u2019d established a seamless experience across their digital properties. When asked how their CX strategy held up online and off,\u00a0just 9% said they delivered a consistent customer experience at every touchpoint<\/a>.<\/p>\n At first glance, it seems that companies can\u2019t keep up with these new and highly fluid consumer preferences. However, these stats also reveal an opportunity for brands that fully commit to omnichannel excellence\u00ad\u2013especially if that includes in-person interactions too.<\/p>\n Don\u2019t let limited data sets or siloed thinking stop you from delivering best-in-class CX at every step.<\/p>\n<\/a>In May 2020, a survey by Qualtrics XM Institute revealed that a monumental\u00a094% of US consumers<\/a>\u00a0over 18 said they were \u201cvery likely\u201d to buy from businesses with \u201cvery good CX.\u201d This trend held across industries\u2014from banking to buying groceries to choosing a streaming service.<\/p>\n
Flawed or limited data collection<\/h2>\n
<\/a>According to a 2021 report from McKinsey & Co, 93% of CX leaders surveyed in 2019 and 2020\u00a0relied mostly on customer satisfaction scores<\/a>\u00a0and other survey-based feedback to assess their CX strategy. However, 85% weren\u2019t happy with their evaluation method.<\/p>\n
Too tied to a traditional, department-driven approach<\/h2>\n
<\/a>When different departments have complete ownership over various stages of the\u00a0customer journey<\/a>, the result can feel disjointed and inconsistent.<\/p>\n
Still struggling to deliver a seamless omnichannel experience<\/h2>\n
<\/a>Yet, companies are still struggling to create a\u00a0consistent experience<\/a>\u00a0across all channels.<\/p>\n