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| Source: Tata Communications landing page. Customer interaction hurdles, with the top hurdle being a lack of collaboration across teams. A new customer experience (CX) and customer interactions survey by Harvard Business Review Analytic Services in association with Tata Communications has uncovered the biggest hurdles organisations face in improving customer experience. |
A new customer experience (CX) and customer interactions survey by Harvard Business Review Analytic Services in association with Tata Communications has revealed that relatively few organisations think they consistently deliver positive customer interactions.
The finding is part of a December 2023 global pulse survey, in which 264 members of the Harvard Business Review audience, all familiar with their organisation’s strategy and approach to customer interactions, shared how their companies manage customer interactions and their future plans to transform customer experiences.
While 94% acknowledge it is very important that organisations consistently deliver positive customer interactions for business success, 38% said their organisation is very effective at consistently delivering them. In another paradox, 91% of respondents agreed that making interactions more useful for customers can optimise an organisation’s efficiency. However, 49% of respondents did not feel their organisation has the right technology in place to support strong customer interactions.
The survey revealed key roadblocks that organisations need to address to create quality customer interactions:
- Nearly half (48%) of respondents cited a lack of collaboration across teams as a challenge, which could be hindering a unified customer journey
- Roughly four in 10 (39%) identified that siloed or disorganised customer data likely makes it difficult to personalise experiences
- Over a third (35%) believed the use of different digital tools or dashboards across the organisation is a challenge - this issue can create friction for both customers and staff
Tata Communications also said the survey highlights how each customer interaction is a building block that shapes their overall perception and CX of an organisation or brand. Individual interactions, positive experiences, and business outcomes are inextricably linked.
Mauro Carobene, VP and Global Head – Customer Interactions Suite, Tata Communications said: “Brands encounter multiple challenges when trying to deliver excellent customer experience, the most prominent being siloed data, lack of collabortion across departments, and working with multiple partners across different channels. Brands that work on individual touchpoints, rather than seeing each interaction as part of a journey, lack a 360-degree view of their customers.”
The study further revealed that making cross-channel customer interactions more seamless, consistent and personal is paramount, with 97% of respondents saying their organisation is focusing on one or more improvements to CX over the next 12 months.
Alex Clemente, MD, HBR Analytics Services, said: “This research underscores that the experience a company provides is often as important as its products or services in terms of customer satisfaction and loyalty. Enhancing the customer experience isn’t just the job of customer service and marketing teams; every team involved with the customer should have the capability to collaborate and contribute.
"Technology can be a big help in driving exceptional customer interactions across multiple channels. With the right tools, organisations can analyse customer data more effectively, personalise interactions, make that data accessible across the organisation, and create a seamless experience for both customers and employees.”
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Read the full report at https://www.tatacommunications.com/harvard-business-review-analytic-services/
