In 2017 StopPress published an article from market research company, Ipsos, about the growing implementation of CX programmes, in which the authors highlighted the issue that many customers hadn’t seen great improvements in their experiences as a result of all the CX investment, with many C-Suite executives admitting they had not seen a significant return on CX investments estimated to grow to $11 billion globally by 2020.
With Covid in between and the subsequent economic fallout, the customer experience of 2023 appears to have suffered rather than being the panacea it was predicted to become.
The advice given then remains relevant today: Without engagement, there is no traction; leadership and CEO/senior management is essential; know where you’ve been and where you’re going; engage the right people in the right way; get your research fundamentals right; map the customer’s journey; assess the pain points; leverage technology; respect the CX ecosystem; and measure results.
In today’s competitive marketplace, businesses need to go above and beyond to provide a great customer experience. This means creating a seamless journey for customers, from the moment they first learn about your brand to the moment they make a purchase and beyond.
