Most enterprises believe that they’re doing a pretty good job delivering compelling customer experiences. But ask customers and they might just disagree.
Customers feel that they are being underserved at various enterprise touch points in real-time. They go away expecting more from the brand, on the whole.
In its essence, the gap is in how customer experience is viewed by the enterprise and by the customer. What an enterprise defines as merely an interaction or a transaction, the customer takes as an experience of the brand.
The challenge often is in how to define meaningful experience and how to design it. With multiple touch points and digital channels of access, customer interactions are that much more complicated.
While designing a plan to meet customer expectations, do you also find justifying the investments needed to be difficult. After all, in delivering something as tangible/intangible as “experience,” how do you measure ROI?
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