Executives now rank customer experience above marketing in importance

7th Jun 2017

UK and US business executives have deemed customer experience as the key focus for 2017, according to new research by Calabrio, ‘Success in The Experience Era: Connecting Customer and C-Suite’.

The report was launched at the company’s EMEA user conference, Calabrio Customer Connect, and surveyed 844 senior business decision makers and 350 C-suite executives on their business priorities and views on customer experience. Of those, 100% are prioritising the customer, whereas just 58% selected sales and revenue as a primary concern. 

But although they are clear on their objective, it would seem that many don’t necessarily feel they know how to get there. Whilst 52% of senior leadership view customer experience as the most important way of differentiating their brand, 47% of CMOs feel they do not have the right tools deployed in order to understand their customers’ greatest challenges.

This might be as a result of the lack of ownership by executives when it comes to customer data. Only 35% of CMOs believe that using customer data insights is their responsibility, whilst just 29% of CCOs and 37% of CEOs claimed ownership.

Tom Goodmanson, president and CEO at Calabrio, says: “It is clear that the customer is paramount to success. But the challenge comes in understanding how customers interact with businesses, particularly when it comes to the contact centre.

“The challenge is two-fold: first to ensure businesses are gathering accurate customer insights as a rich source of business intelligence, and secondly to understand how this data can be used to inform wider business improvement and customer engagement strategies.”

Last month, marking the 25th anniversary of the Corporate Governance Code, Jo Causon, chief executive of The Institute of Customer Service, discussed why it was important for businesses to embrace better governance and focus on a service driven agenda. To read her comments in full, click here.

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