Brands unclear who should take responsibility for customer experience

Businesses are increasingly using customer experience to differentiate their brand yet 30% of senior leaders are confused about who should take ownership of it.

Chief marketing officers and other C-suite executives are unclear who should be in charge of the customer experience. This confusion is a key challenge for 30% of the UK and US marketers, CEOs and chief customer officers surveyed by software company Calabrio, which is having a significant impact on the experiences these businesses deliver.

In the UK, for example, less than a third (30%) believe customer experience across all their channels is anything more than ‘satisfactory’.

This data reflects the latest KPMG Nunwood US Customer Experience Excellence report, which finds UK brands are lagging 6% behind their US counterparts in the customer experience stakes.

Bron en volledig bericht: Marketingweek