The Customer Experience Industry is suffering from a lack of results. Or perhaps it might be more accurate to say, it is suffering from a lack of proof about the results Customer Experience strategy is getting. It is time for all Customer Experience professionals to champion the ROI of their Customer Experience.
The problem is many of our champions do not know how.
We spoke with speaker, author, and CEO of Customer Think, Corporation, Bob Thompson about his recent research and what he thinks the Customer Experience strategy needs to build the business case for its success. He narrowed down the issues to the following:
- Not enough organizations use their Customer Experience to differentiate themselves from their competition
- A lack of data exists about the results of Customer Experience efforts, on an individual level, as well as an industry as a whole
- Too few organizations can demonstrate an ROI in actual figures
An opportunity exists and in a significant way. Moreover, the Customer Experience internal marketing needs to include ROI for Customer Experience. If we don’t, it could mean the resources we have today could be reallocated to another program—one that can produce results.
To be fair, if I were a CEO that had given over a budget for a Customer Experience program that was not able to show me that it had any results, I would not throw good money after bad. We need to make the business case for Customer Experience or suffer the (deserved) consequences.
This episode of The Intuitive Customer podcast explores how Customer Experience consultants and Customer Experience marketers can address these issues and resolve them for their individual Customer Experience strategies. We also share recommendations about what all Customer Experience champions should focus on to solve the problems of the industry in 2019.
Listen to the podcast in its entirety to learn more about what Thompson and the Intuitive Podcast team thinks can fix the problems with the Customer Experience Industry.
The Intuitive Customer podcasts are designed to explain the psychological concepts behind customer behavior.
If you would like to find out from one of our CX consultants how you can implement the concepts we discussed in your organization’s marketing to improve customer loyalty and retention, contact us at www.beyondphilosophy.com.
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