Survey Uncovers Significant Gap in Delivering a Superior Customer Experience
Cambridge, Mass. – June 5, 2012 – Delivering an exceptional customer experience has proven to be a significant challenge to most organizations, even though they understand the critical impact it has on their businesses. These findings are highlighted in a recent survey jointly fielded by nFusion, an Austin, Texas-based marketing firm, and Pegasystems Inc. (NASDAQ: PEGA), the leader in Business Process Management (BPM) and software for customer centricity.
The survey, titled Designing and Managing Customer Experiences for Improved Brand Performance, found that while 95 percent of organizations questioned said the customer experience was important, only 6 percent considered their organizations best practitioners. Such results highlight a significant disconnect between understanding the impact of customer experience and actually being able to deliver a positive experience. The majority of executives surveyed cited disjointed customer touch-points across channels and customer facing organizations as one of the key factors contributing to an inconsistent and often negative customer experience. As a result of channel and organizational silos, companies are lacking transparency and integration in customer facing initiatives across the organization. Sixty-nine percent of executives surveyed believed that the lack of coordinated customer touch points is resulting in a negative impact on their brand.
The survey also highlighted a strong correlation between companies who successfully deliver great customer experience and the positive impact on their brand reputation. Successful organizations have been able to move beyond generic customer experiences to deliver more personalized, relevant experiences during every customer interaction. Responses cited that such efforts are usually driven top-down from the CEO, with the Chief Marketing Officer (CMO) best equipped to lead such initiatives.
“Today’s organizations are challenged to unify incredible amounts of customer data that are typically siloed across various departments as they struggle to adapt to new channels and provide more consistent customer experiences across touch-points,” said John Ellett, CEO at nFusion. “We found that the organizations who are able to overcome this fragmentation issue are enhancing their customers' experiences and realizing a positive impact in their brand reputation.”
"The role of CMOs has evolved in recent years and increasingly they are being asked to lead cross-functional customer experience initiatives to improve competitive performance,” said Grant Johnson, CMO at Pegasystems. “Given the negative impact a poor customer experience can have on brand reputation, CMOs have a unique opportunity lead the charge to orchestrate all customer touch points across their organizations to drive overall customer value, as well as more consistent and positive customer experiences.”
nFusion is an integrated marketing agency that partners with marketing change agents to revitalize brands, transform their digital presence and accelerate sales. The firm partners with a wide range of B2B and B2C clients in several industries and provides the combined services of a marketing consultancy, advertising agency and interactive firm. Clients include AMD, Anheuser-Busch/InBev, BJ’s Restaurants, CiCi’s Pizza, Comerica Bank, Samsung, Sonus Networks and Zimmer Spine. nFusion is headquartered in Austin, Texas, and can be found online at www.nfusion.com. Visit us on Facebook at www.facebook.com/nfusion or tweet us @nfusion.
Pegasystems Inc. is a leader in software that streamlines business and enhances customer engagement in Global 3000 organizations. With more than 30 years of proven innovation, Pega seamlessly connects organizations with their customers across multiple channels in real time using market-leading CRM, advanced artificial intelligence, and powerful automation. Pega’s adaptive, cloud-architected applications – built on its unified Pega® Platform – empower people with comprehensive visual tools to easily extend and change applications to meet strategic business needs. For more information on Pegasystems (NASDAQ: PEGA) visit www.pega.com.
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Lisa Pintchman Rogers
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