// INFOGRAPHIC //
Businesses are not equipped to deliver on customer experience
IFS STUDY FINDS
“
WHEN IT COMES
TO DELIVERING A POSITIVE CUSTOMER EXPERIENCE , BUSINESSES
HAVE A LIMITED OPPORTUNITY
TO GET IT RIGHT .
USINESSES ARE MISSING out
B on a significant opportunity to fix internal processes and address the root causes of customer experience issues in the wake of the pandemic , research from enterprise software specialist , IFS , has revealed .
The global study , which surveyed 1,700 + executives and 12,000 + consumers , uncovered that despite the majority of companies ( 66 %) investing upwards of US $ 250,000 each year evaluating the customer experience through Net Promoter Scores , reviews and customer satisfaction surveys , 82 % were unable to recall a single positive example of a recent frictionless customer experience – showing current customer experience processes do little more than wallpaper over the cracks .
While much attention is paid to customer service , the inflection points that occur throughout the life cycle of an operation and encompass processes , technology solutions and human co-ordination are even more important to business outcomes , yet even more frequently overlooked . Only by careful orchestration of these components can companies deliver a quality ‘ Moment of Service ’, in which everything comes together to create a positive result for a customer .
However , while 79 % of businesses have invested time and resources in identifying where these inflection points are , when problems are identified nearly a third of managers ( 29 %) admitted to reporting them but not taking action . Furthermore , some 18 % revealed they were too busy to report issues unless urgent , while just 15 % said they proactively look to pre-empt problems . This begs the question of how companies can expect customer experience and loyalty to improve without taking necessary action , leaving revenue and market share on the table .
With 90 % of businesses stating they have re-engineered or are re-engineering their business to ensure customer touchpoints and stages come together for better moments of service , it is vital that companies ensure processes are optimised across each of these inflection points to mitigate issues and fuel growth .
18 intelligent
. tech
Intelligent SME . tech