Thought leadership

To better understand where the customer management market is headed, the Customer Management Exchange Network – a division of IQPC Exchange – examined the primary challenges facing Chief Customer Officers, VPs and Directors of Customer Experience from across the UK, US & Europe.

According to the research study, the greatest challenge is Customer Experience Management, with 61% of respondents stating it as a current area of focus within their organisation.

As businesses look to meet growing customer demands, robust and effective CEM strategies are pivotal to the success of these goals. By combining process excellence and CEM initiatives, an organisation can successfully meet the needs of the individual customer, as well as business stakeholders.

Key challenges highlighted by the respondents include questions such as "How do we develop an effective customer experience framework?" and "How do we listen to customers voices and prioritise this to develop and enhance customer experience management?"

Cultural change & centricity has been one of the most widely debated topics in recent years, yet 50% of all respondents still highlight this area as one of their 3 greatest challenges. The most likely explanation cited by those interviewed is that it is not simply an issue of integrating cultural change; but rather all business units need to embrace the customer and align business strategies to move into a customer centric environment.

Common questions amongst respondents included "How do we ensure the customer experience management activities are at the heart of all decision making processes within the business?" and "How do we create an internal culture change around customer insight and experience, getting employee engagement and keeping it alive and 'real', especially for those in non-customer facing roles?"


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