Customer experience is being neglected but is more important than ever

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 26, 2019, 5:32 PM UTC

Research from Forrester says CX quality is “stuck” and outlines common stumbling blocks.

The Forrester Customer Experience Index has been consistently low over the last three years and seems unlikely to improve in 2019 since most firms fail to perform CX management activities.

This represents a missed opportunity for brands. CX quality is shown to have an effect on stock performance, as well as previously established links to faster revenue growth, increased brand preference and higher product pricing.

Factors that often hold back improvements include resistance to changing customer feedback management vendors, failure to prioritize CX projects and, counter-intuitively, losses of engagement caused by making CX processes easier. The article also identifies a number of solutions and strategies to improve performance.

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[4 minute read]