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The danger of trying to improve service without planning

7th January 2016

Customer Experience expert Deanna Laufer from the industry analyst firm Forrester recently blogged some great observations on what she sees as the road ahead for Customer Experience in 2016.

Two points Deanna makes in the first paragraph of this blog are really important to highlight:

  1. In 2015, the customer experience rose to become the number one strategic priority for both business and technology decision-makers
  2. Forrester has data that can prove that a better customer experience correlates with stronger revenue growth

Deanna makes several other key points and there is a very detailed Forrester report on CX in 2016 but I want to focus on a third point she raises in the blog.

Creating a superb experience in just one part of your business can place the rest of it in stark relief. Deanna describes this by saying that if you create new high points then it just accentuates the pot-holes in how your customer experiences the brand.

It’s easy to think of examples where this happens:

  • Adopting more channels for customer communication without having a clear omnichannel strategy to unify them, ensuring there is a consistent brand experience regardless of channel
  • Creating new purchase options such as click-and-collect or buy-online-return-instore without completely planning the supply chain consequences
  • Re-launching a great new interactive website without ensuring that all your channels are familiar with it – particularly in retail where the in-store team should be part of the website re-launch

The message from Forrester is clear; if you don’t plan carefully and go half-baked into plans to improve CX then it can actually make things worse.

Have you seen examples of this yourself? Please leave a comment with your own experience.

Mike Purvis
Article by: Mike Purvis

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