Having cleared the first hurdle of becoming more customer centric at the strategy level, companies are still finding major obstacles internally to achieving true success in their CX programs.
A recent joint nFusion/Pegasystems study put the spotlight on two key shortcomings that are hindering companies’ CX programs:
1. A lack of internal domain expertise on the development and execution of CX enhancement programs. Despite commitment of significant budget to the effort, by failing to bring in CX expertise, companies still fall short on successfully executing CX improvements.
2. Disjointed customer touch-points. Highlighting the challenge of aligning multiple direct and channel touch points, the study pointed to a lack of transparency, consistency and integration within the CX side across different touchpoints.
In the end the challenge falls directly at door of the C-Suite, which needs to understand and recognize the tremendous competitive and ROI potential of CX enhancements. If that is achieved, then leadership from the top level has the power to effect greater integration between different channels and bring in required talent to drive CX program execution.