Addressing the Gaps in Customer Experience

  • By Jenny Schecher
  • in
  • on March 26, 2019

This article is contributed by our sponsor, Redpoint Global. Written by: John Nash, Chief Marketing and Strategy Officer at  RedPoint Global.

There is a pressing strategic imperative for brands to compete on customer experience (CX) in nearly every industry. Marketers in retail, insurance, financial services, CPG, travel and hospitality, and health and wellness are pressured to meet growing expectations from the empowered consumer for an experience tailored to their preferences at every stage of the customer journey. Marketers are aware of this issue but have found difficulty in the execution of a seamless omnichannel customer experience.

To better understand and address the challenges of today’s marketers and consumers, RedPoint Global commissioned The Harris Poll to conduct quantitative research among these audiences. In looking at responses from over 450 marketers and 3,000 consumers across the U.S., Canada, and the U.K., we found a number of gaps between marketers’ customer experience strategy and consumers’ expectations, which we’ll unveil at our live webinar, Wednesday, March 27 at 1pm EST.

Consumers have spoken on what’s most important to them in a modern customer experience; privacy, consistency across multiple channels, a deep understanding – and appreciation – of customer needs, and personalization.

However, as this study shows, brands are not delivering on these aspects of the customer experience at the level customers want. A deep gap between a consumer’s expectations and the experience being delivered is magnified by the inability of brands to marry strategy with execution. Our research shows that brands are aware of the pressing need for a personalized consumer experience, and most have a strategy in place to get there, but existing challenges unifying data, offers and information martech solutions prevent them from being able to deliver a true, modern-day personalized experience.

The survey validates that fragmentation is largely responsible for the CX gap. Data fragmentation, system fragmentation, and organizational fragmentation all contribute to the frustration for consumers and marketers alike in the delivery and receipt of a seamless, omnichannel customer experience.

There is a way to resolve these challenges, through establishing a single point of control over all data, decisions, and interactions. This process overcomes the typical fragmentations and puts marketers in a position to deliver against expectations of individual customers at any stage of their customer journey. It provides marketing with the foundation needed to deeply understand customers and provide an instantaneous response or a proactive, predictive action that will resonate with a customer in their context and cadence.

For the more information about the study “Addressing the Gaps in Customer Experience” join us for a Webinar on March 27 at 1 pm ET with Libby Rodney, Chief Strategy Officer at The Harris Poll and John Nash, Chief Marketing and Strategy Officer of RedPoint Global (URL).

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PUBLISHED BY Jenny Schecher

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