The CMO Council study underscores critical deficiencies in the way companies measure, optimize and leverage customer experience to drive loyalty, improve brand value and increase business performance and growth, including:
- Availability and aggregation of real-time customer experience data across touch points that should be shared across the organization
- Use of customer interactions to collect insights and intelligence or maximize up-sell and advocacy opportunities
- Lack of Internet processes and systems to track online word of mouth and drive customer advocacy
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