Technology challenges the way things are currently done in many industries. What is the impact of technology on customer experience? And how do marketers feel about future investments in customer experience?
A study by the Chartered Institute of Marketing investigates these questions. The numbers are somewhat different from what we could expect (or are they?).
Despite customer experience being acknowledged as a strategic agenda point for 2017, 28% marketers mention not having sufficient resources at their disposal to invest in customer experience.
It is not only the marketers’ responsibility, who are typically in charge for the customer experience strategy, but also from the firm’s management, to make sure sufficient resources are allocated to it.
Technology redefines the customer journey by blending offline and online channel into one seamless experience.
Firms who are aware of this fact, yet do not act upon it, might regret it later.
This is true not just for customer-focused firms, but for all enterprises where technology has shifted the customer journey.
And that is 95% of all entreprises.
So what is Your Customer Experience strategy for 2017? And do you have enough resources for it?