Friday, December 08, 2006

Customer Experience Strategies revealed as Patchy by Study

The need for customer engagement in order to enhance customer experience ...

"There is a gap between what organisations realise is important about customer experience and what they are actually doing in practice.

A survey from cScape and e-consultancy records that 64% of company respondents believe joined-up online and offline experiences are essential for engaging with their audience. However, some 60% of companies are either not very advanced at mapping customer experiences and identifying touch-points (36%), or admit they have to start looking at this because they are not doing it all (24%).

Two thirds of in-house respondents said that their organisations measure customer satisfaction on a regular basis, whether weekly (12%), monthly (18%), quarterly (20%) or yearly (16%).Some 30% said that they never, or very infrequently, measure satisfaction.

Richard Sedley, cScape's Customer Engagement Director says: 'With the growing excitement around Web 2.0, how we attract and develop relationships with our audiences has taken on new imperative. Customer engagement is the best measure of current and future performance; an engaged relationship is probably the only guarantee for a return on your organisation’s or your clients’ objectives.'"    (Continued via Usability News)    [Usability Resources]

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