GEC NEWS WIREGartner Says leading CX Priorities for 2015 are Projects Aimed at Acting as “One” Unified Organization
Organizations have changed their customer experience (CX) priorities for 2015, according to a recent survey by Gartner. According to Nick Inglebrecht, research director at Gartner, “The findings underline the fact that customer experience improvements are complex undertakings. There is no silver bullet that will, by itself, improve the overall experience. But the combination of projects, if implemented well, can cumulatively contribute to the improvement of an organization’s customer experiences.”
The survey found that organizations implemented an average of 5.7 CX projects during 2014, with the biggest focus on programs to improve the collection and analysis of customer feedback and “opening up” the organization.
Gartner predicts that by 2018, more than 50 percent of organizations will implement significant business model changes in their efforts to improve customer experience.
Survey participants also provided a perspective on their 2015 plans for CX improvement projects. This year, their strategic focus has changed somewhat. The leading CX priorities for 2015 are projects aimed at improving consistency across channels and acting as “one” unified organization. Improving customer satisfaction is still important in 2015, but there is increased focus this year on driving customer loyalty and driving advocacy. “There are perhaps signs of a realization here that CX is more than just customer satisfaction (CSAT); you actually have to drive word-of-mouth recommendations and give your existing customers more reasons to keep coming back to you,” said Mr. Ingelbrecht.
The top three projects planned for 2015 are self-service CX projects, multichannel orchestration activities, and, as in 2014, collecting and analyzing customer feedback. Honoring data privacy gets even less attention in 2015 than last year and standardizing approaches segmentation also continues to register quite low in the list of projects planned for 2015.
