Customer experience (CX) efforts aren’t primarily being held back by lack of strategy or organizational support, but rather from a lack of real-time customer insights and troubles operationalizing the experience. That’s according to a report from Verndale, which partnered with Vanson Bourne and Sitecore to survey 200 senior US-based decision-makers with involvement in the CX journey at their organizations.
Respondents tended to come from large organizations, and operated in one of six verticals: Business and Professional Services; Financial Services; Healthcare and Life Sciences; IT, Technology and Telecoms; Manufacturing and Distribution; and Travel and Tourism.
The relative ranking of the results regarding CX challenges suggests that while the internal organizational setup is conducive to CX initiatives, organizations need help with data collection, access and analysis.
Indeed, separate findings indicate that the areas most in need of improvement for CX personalization are more real-time data/insights, more customer data, and greater analysis of customer data. Read the rest at MarketingCharts.com.
