Customer Experience Is a Strategic Priority

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If you're not investing in customer experience improvements across your organization, now is the time. According to Victoria Bough, vice president and practice leader, customer experience, at Forrester Research, customer experience has become a top strategic priority.

If you're not investing in customer experience improvements across your organization, now is the time. According to Victoria Bough, vice president and practice leader, customer experience, at Forrester Research, customer experience has become a top strategic priority. During a presentation at Forrester's Customer Experience Forum 2010, Bough cited recent research that captured the customer experience priorities of business leaders today. A few findings include:

  • 90 percent of business leader surveyed said customer experience will be critical or very important to their business this year
  • 64 percent said that their company has very or somewhat disciplined approach to customer experience
  • 62 percent have established a voice of the customer program
  • 63 percent have a single set of customer feedback scores that are use across the company
  • 53 percent have a companywide programs to improve customer experience across channels
  • 43 percent are investing in primary customer research to understand customer needs

Bough also noted that the number one challenge today in improving the customer experience is the lack of a clear customer experience strategy. Companies that create, and then implement, a comprehensive customer experience strategy will also create a clear competitive advantage.

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