Report reveals obstacle to better customer service is organisational, not technical

Global survey shows organisations are struggling to create a seamless, friction-free consumer experience.

Companies face fierce internal resistance to change basic organisational and omni-channel strategies to improve their customer approach, a recent study released by The Economist Intelligence Unit claims.

The report, Creating A Seamless Customer Experience, surveyed 491 senior executives and 2403 consumers including those from Europe, North America and the Asia-Pacific. More than a third of senior executives saw silos within their organisation as the biggest issue to omni-channel engagement, while around a quarter cited lack of senior management vision.

Close to half of consumers cited a lack of interest in customer satisfaction as the largest hurdle. By contrast, relatively few blamed technology gaps.

Customer expectations of interactions with organisations are changing rapidly, and the report stressed there is no longer any room for complacency. According to EIU, the customer experience is no longer considered a series of separate touchpoints such as a store visit, a website review or a catalogue perusal.

Instead, customers expect a holistic, seamless experience in which their interactions with a company or brand are easy and efficient, as well as sustainable over multiple types of engagements.

Taking a look at the nitty-gritty of creating an omni-channel presence, let alone a seamless one, the report made it clear many companies are still at a shockingly early stage of development.

While 79 per cent of senior executives surveyed recognised that improving customer experience was a strategic priority, many companies still have basic work to do creating an omni-channel presence. Of the companies surveyed that deal directly with customers over their websites, about one-third had not yet customised the site for use over desktop, tablet and mobiles, and only 40 per cent offered all of their products and services across all of these platforms. Just one-third could engage with customers in real time, at any time.

Related: Myer admits struggle to meet omni-channel customer expectations
Coming to terms with omni-channel retailing

The report showed there is little sign of the type of organisational shift necessary to make a clearer omni-channel strategy happen. Few have created roles such as a chief customer officer to take charge of the customer journey, the EIU found, and many have basic work to do on integrating content between different platforms. Less than one-third track customer behaviour across channels.

“Integrating channels can require major company reorganisations and significant investment in unifying separate IT systems,” said the report’s editor, Martin Koehring. “Most companies now accept that, but they have not yet faced up to the scale of organisational change necessary to become truly omni-channel.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in