C-suite executives rank customer experience above marketing

Calabrio report reveals half of senior executives view customer experience as the most important way to differentiate their brand.

According to a new report, ‘Success in The Experience Era: Connecting Customer and C-suite,’ UK and US business executives rank customer experience above sales and revenue as the key focus in 2017. A full 100 per cent of the C-suite survey respondents are prioritising the customer, in contrast to just 58 per cent who cite sales and revenue as their primary concern.

Commissioned by Calabrio the study surveyed 844 senior business decision makers from across the globe, including more than 350 C-level execs, on their business priorities and views on customer experience. The report was launched today in London at the company’s EMEA user conference, Calabrio Customer Connect.

The importance of delivering exceptional customer experiences is now more apparent than ever. More than half (52 per cent) of senior leadership globally view customer experience as the most important way of differentiating their brand.

However, the study uncovers that companies and their C-suites have hurdles to clear before they can fully understand and engage customers. For example, nearly half (47 per cent) of CMOs feel that they do not have the right tools deployed in order to understand their customers’ greatest challenges.

And, at the heart of the problem is a lack of clear customer ownership post-sale—only 35 per cent of CMOs believe that using customer data insights is their responsibility, while a mere 29 per cent of CCOs claimed ownership. Looking further across the C-suite, only 37 per cent of chief executive officers stake a claim on improving customer experiences.

Tom Goodmanson, president and CEO at Calabrio says, ‘It is clear that the customer is paramount to success. But the challenge comes in understanding how customers interact with businesses, particularly when it comes to the contact centre.

‘The challenge is two-fold: first to ensure businesses are gathering accurate customer insights as a rich source of business intelligence, and secondly to understand how this data can be used to inform wider business improvement and customer engagement strategies.’

Further reading on customer experience

Owen Gough, SmallBusiness UK

Owen Gough

Owen was a reporter for Bonhill Group plc writing across the Smallbusiness.co.uk and Growthbusiness.co.uk titles before moving on to be a Digital Technology reporter for the Express.co.uk.

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Customer Experience