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Research Report

The four false narratives of customer experience

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Companies have bought into the hype that a compelling customer experience (CX) will set them apart and win the hearts of their customers. But if CX is so important, why are so many companies struggling to deliver an experience that builds lasting customer relationships?

Pega surveyed 5000 CX practitioners and uncovered several key insights into why growth has been stagnant:

  • 64% still don’t have a C-level sponsor.
  • IT is twice as likely to lead CX than any other function, even though business and channel owners play a major role in CX.
  • 68% stated that customers, not businesses, will dictate what channels are used, but organizations are still investing in traditional outbound channels like email and display ads.
  • Improving analytics is a priority, but not the top priority.

Read the report to learn more.


Tags

Product Area: Marketing Product Area: Pega Marketing Solution Area: 1-to-1 Marketing Solution Area: Customer Engagement Solution Area: Customer Lifetime Value Topic: Personalized Customer Experiences

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