In an age where customers are harder to reach than ever, you’d think that investment in customer experience (CX) would be at an all-time high.
If only. We recently carried out a study among senior marketers and the results highlighted practically the opposite: 36 per cent of CMOs admit their brand hasn’t invested in CX at all, even though 88 per cent expect a focused CX programme to yield long-term customer loyalty and increasing sales over time.
One of the top reasons cited for this under-investment was the perceived cost of implementation. Businesses know that marvelous customer experiences are central to success, but the perception is that it’s a big and expensive job so they’re side-stepping the issue – to their detriment.