A recent survey conducted by Harvard Business Review Analytic Services and Tata Communications unveils significant gaps in how businesses pursue customer experience (CX) enhancements. Despite 94% of businesses recognizing the importance of positive customer interactions, a mere 38% feel effective in achieving them.
The survey engaged 264 professionals versed in their organizations’ customer interaction strategies, coupled with insights from industry experts. A prevailing issue highlighted was the lack of collaboration, with 48% pointing out that departmental silos hinder a cohesive approach to customer journeys. Moreover, 39% of respondents noted that fragmented customer data complicates personalization efforts, while 35% identified multiple digital tools as sources of friction for both customers and employees.
A glaring concern is the technological gap, with 49% admitting they lack the necessary tools to support effective interactions. The findings underscore how individual customer interactions shape overall brand perceptions, establishing a direct link between positive engagements and improved business outcomes.
Mauro Carobene from Tata Communications emphasized that brands often confront challenges when striving for excellent CX. He suggested that brands need to view customer interactions as part of a broader journey rather than isolated events, which hinders their understanding of customers.
In response, Tata Communications has launched the Customer Interactions Suite, integrating AI-driven automation with human-led engagement to facilitate meaningful interactions throughout the customer journey. Looking forward, 97% of survey respondents plan CX enhancements over the next year, with a focus on customer data analytics and CRM tools.
As Alex Clemente from HBR Analytics noted, enhancing customer experience is a shared responsibility across departments, requiring collaborative strategies and advanced technology. Organizations must harness these tools to analyze data, personalize interactions, and streamline customer journeys for lasting impact.