Organisations letting their customers down cross-channel

Research shows that while the vast majority of companies understand its impact on business performance, very few organisations have integrated, cross-channel processes and systems in place, or a strategy to help them to achieve this

The Multi-channel Customer Experience Report, published by Econsultancy in association with Foviance, is based on a survey of more than 500 companies and agencies.

The research examines the extent to which organisations have a strategy for providing a joined-up customer experience and how close companies are to the holy grail of a single customer view.

It is clear that while the vast majority of companies understand its impact on business performance, very few organisations have integrated, cross-channel processes and systems in  place, or a strategy to help them to achieve this. Key findings include

• Almost half of companies (49%) say a joined-up multi-channel customer experience is very important to their organisation, and a further 41% say it is quite important.
• More than two thirds of companies (68%) recognise a strong link between long-term business performance and customer experience, while 24% say there is a weak link. Only 8% say there is no link.
• But nearly one in 10 companies (9%) surveyed, including organisations with revenues exceeding £1 billion, say there is no strategy for improving the customer experience. A further 69% say they are just beginning to develop the strategy. Only 22% of companies say they have a well-developed strategy.

The research highlights how an increasing number of online and offline customer touch-points are making it even more difficult for organisations to ensure a consistent cross-channel customer experience. Nine different online and offline touch-points are relevant for at least half of the companies surveyed.

Survey respondents were asked how close their own organisations are to having a single view of the customer. Only 32% of companies say they have the integrated systems and processes required to give customers a joined-up experience.

Companies are typically trying to integrate systems and adopt a customer-centric approach, but haven’t yet reached the stage where they have properly managed to harness these different processes in a way which allows for seamless cross-channel engagement.

Respondents were asked to indicate the most significant barriers which prevent them from improving the multi-channel customer experience.
• The greatest barrier is organisational structure, which is one of the three greatest barriers for 41% of respondents.
• The next most significant issue is complexity of customer experience, cited as a major barrier by 38% of respondents.

It is clear that many organisations are lacking an individual or department to take responsibility for the customer experience within the business. For some companies, the problem is compounded by a lack of budget.

Free copy of the Report: http://www.foviance.com/what-we-think/multi-channel-customer-experience-report/