Customer Experience report to be launched at Customer Engagement Club Directors Forum

An influential Multichannel Customer Experience report, set for launch at next week’s Customer Engagement Club Directors Forum on Customer Engagement Strategy and Measurement, shows that only one in four companies have a well  developed strategy in place for improving customer experience

Foviance’s second Multichannel Customer Experience report, published by Econsultancy, is based on a survey of more than 650 companies and agencies carried out in 2011.

The research gives a state-of-the-nation perspective on the extent to which organisations are committed to delivering an integrated experience in a world where the customer journey is becoming increasingly complex due to evolving technology and the proliferation of devices.

According to this year’s report, which will get its official launch at the Customer Engagement Club Directors Forum on November 3, only 26% of companies have a well-developed strategy in place for improving customer experience, just a slight increase on 22% last year.

A commitment to customer experience from the top of the organisation is regarded as a key requirement by just under half of companies ( 46%), higher than for all other organisational attributes. More than half of responding companies rate themselves either as ‘excellent’ (21%) or ‘good’ (37%) on this front.

In order to provide more insight around what successful multichannel companies are doing differently, the report created a top segment of (unidentified) ‘mature’ companies which compromised the 25% of organisations which scored the most highly across the five key pillars of the Foviance Multichannel Customer Experience Maturity Model.

As part of this year’s research responding organisations were asked to rate themselves across five key areas which are crucial for delivering a joined-up compelling multichannel customer experience, namely systems & processes, leadership & culture, alignment with brand, customer touch points and use of insight.

This year five consumer surveys about customer experience, covering retail, travel, online banking, mobile phone providers and gaming were run in parallel with the report.

Customer Engagement Strategy and Measurement, Directors Forum, 3rd November, London - Agenda