June 23, 2011
Companies are waking up to the business value of customer experience. Many have made customer experience a strategic priority and have dedicated teams to oversee customer experience efforts. Yet consumers report that their customer experiences with roughly two-thirds of US brands range from just OK to downright bad. Lackluster interactions plague every industry and every channel.
The root cause of this dilemma? Tunnel vision.
Many organizations place too much emphasis on top-of-mind channels such as the Web and social media, ignoring hundreds of touchpoints that influence customers' perceptions of the brand — such as call-center conversations, retail displays, product packaging, shipping invoices, and physical receipts. In addition, companies place too much of the responsibility for customer service on frontline employees — but in reality, behind-the-scenes employees from departments as diverse as finance, legal, and marketing can play an equal or even greater role in determining the nature of customer interactions.
Take Sprint's marketing department as an example. Because this behind-the-scenes team did not promote the benefits of Sprint's network in its ads — and competitors' marketing departments did — customers perceived the Sprint network to be lagging, regardless of the actual network performance they experienced.
To find out how CMOs can help their teams take an honest look at how they influence each touchpoint along the customer journey, please hop over to Advertising Age for the full post.