In terms of efforts and outcomes related to customer experience (CX), many brands made progress last year. Businesses in many different industries struggled to provide the kind of quick, simple interactions that customers expect as economic and cost pressures increased.
Differentiation is eroding
While lower-performing brands are doing a better job addressing CX issues, top brands are finding it difficult to embrace CX transformations that enhance the customer journey. It will be more difficult to stand out from the competition due to the gap’s closing, so brands will need to be innovative and customer-focused to prosper.
Most CX teams lack the necessary expertise.
The majority of teams (four out of five) won’t have the design, data, and customer journey expertise they require this year. According to reports, the majority of teams currently lack knowledge and expertise in experience design, design thinking, survey design, data literacy, journey mapping, analytics, and management.
The effects of this skills gap will be felt most acutely by smaller CX teams, which typically have less funding. As they compete with bigger, better-funded teams that provide better support and compensation, they will have to put forth the effort to keep their employees.
Smaller CX teams do, however, have a number of benefits, which they should emphasize. Smaller teams offer unique learning and entrepreneurial opportunities that larger teams simply can’t match, making them excellent places for employees to develop the skills they need.
CX must remain a top priority.
Being truly customer-obsessed as a company is the best path to CX’s greatness. This entails placing your customers at the center of your business operations. It entails focusing more on how longer-term customer-focused strategies will ensure the organization’s long-term growth and success and less on quarterly financial reporting.
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