Customer journeys are more complex than ever. Understanding them doesn’t have to be.
Making sense of the increasingly complex customer journey in light of COVID-19 is the biggest challenge facing CX leaders, according to a new report from IDC.
The IDC InfoBrief, Building an Actionable Understanding of Your Customer, based on responses from 100 CX leaders at US companies with more than 500 employees, highlights how the acceleration of digital transformation has provided CX teams with new challenges as they look to understand the omnichannel customer experience.
69% of companies say the biggest challenge to a differentiated customer experience is designing and managing cross-channel experiences.
The COVID-19 pandemic hit fast forward on customer experience transformation, with people’s expectations, preferences and behaviors changing at unprecedented speed.
As a result, even those with the most mature customer experience programs are being forced to pivot and take a fresh look at the actions they need to take to deliver the experiences customers need.
We commissioned IDC to identify the key challenges CX leaders are facing today, and set out a plan for how they can ensure their organizations continue to drive revenue and loyalty in today’s environment.
Time to break down silos to improve the customer experience
The IDC InfoBrief lays bare the main challenges organizations face in trying to improve the customer experience in the new normal:
Top 3 challenges for improving the customer experience
- Data silos containing different and unrelated customer data spread across the organization
- Lack of integration of customer data and listening across a dynamic omnichannel customer journey
- Creating an aligned culture of employee empowerment and organizational action to adjust to the dynamic nature of the customer journey
The challenge of having different teams responsible for different channels, all with their own tech stack for collecting and analyzing customer data, has left many organizations with plenty of data, but a major headache in trying to make sense of it all.
38% of companies say they have difficulty integrating customer data to have a complete understanding of the customer.
“A customer’s experience is the sum of all their interactions with an organization,” says Alan Webber, Program Vice President, Customer Experience, IDC. “To really understand their experience of the organization, you need to be able to bring that data together and take a customer-centric, not channel-centric, view — and as we’ve seen that’s a major challenge for a lot of organizations.”
So you’re collecting data, what do you do with it?
Listening to customers across every channel is the first step in designing and delivering world-class customer experiences. Once you have that data, you need to be able to analyze it and turn it into action.
For many CX teams, that too remains a challenge with 57% of CX professionals saying understanding the data they collect about customers’ experiences is their biggest challenge in improving customer experiences.
The challenge is twofold — first, you need to be able to analyze your data to develop a better understanding of the key drivers of the experience. Next, you need to know what to do about it.
After all, knowing what makes customers spend more or be more loyal is an interesting data point, but knowing how you can operationalize that to scale it across your entire customer base is transformational.
Download the full IDC InfoBrief now to learn more