That current imperative, the customer experience, is on the minds of most marketers. And 95% claim their firm has clearly defined customer experience (CX) strategies in place.
But only 12% have successfully implemented more than 80% of their CX initiatives, according to a study released Thursday by Hinduja Global Solutions.
Asked to list their top three barriers to successful CX (from a list of 20), they cited:
- Difficulty assigning metrics: 21%
- Insufficient processes: 20%
- Lack of internal resources (e.g. staffing): 18%, with 21% listing the skills gaps of internal employees.
The critical metrics for determining CX success (from a list of 11) are:
- Customer acquisition: 23%
- Revenue growth: 14%
- Brand recognition: 9%
- Talent attraction: 8%
Despite all these issues, 86% believe CX initiatives are critical for business success.
Hinduja surveyed 1,000 C-suite decision makers from companies in sectors including retail & commerce, banking & financial, and technology & media.