Infographic: Battling the barriers to great customer experience
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Transcript of Infographic: Battling the barriers to great customer experience
Joined-up customer experiences are proven to drive growth
Yet many organisations are struggling to keep pace with the rising expectations of uncompromising customers
WHAT’S GETTING IN THE WAY?
Organisations arehighly joined-up across strategies
and activities
Don’t involve sales teams in developing customer experience strategies
Strongly agree that their functions work together to contiuously improve
every aspect of the customer experience
Have no board level responsibility for the end-to-end customer
experience in their organisation
<1 IN3 > 40% <1 IN5 29%
Different divisions pitching for the same business
3 different CRM systems being launched at the same time...
Attending an event, not realising the other function was attending & presenting there!
No internal joint business planning practices
5 global marketing divisions annual planning in 5 different ways
When the boss didn't know that a co-worker had died!
WHAT GROWTH DRIVING COMPANIES DO DIFFERENTLY
Growth Drivers Growth Laggards
Join up strategies around end-to-end
customer experience
Structures and ways of working built
around end-to-end customer experience
43%
44%
72%
74%
Winning organisations
join up strategies,
and executionusing ‘co-invention’
HOW CAN YOU DO THIS IN PRACTICE?
INVENTION
INTEGRATION INGENUITY
in strategy & execution
of peopleof real working practices
DIFFERENTIATEDCUSTOMER
EXPERIENCES
Co-location is challenging but crucial…instilling common thinking & encouraging trust
so people think about doing things differentlyStephen Noakes, MD Retail Customer Products, Lloyds Bank
Clearly define the customer experience you want to create, If you’re clear what it looks like, you don’t get
constrained by the way supply chain & systems areWill Orr, MD, British Gas Home Installations
We teach people the basics but we expect them to use their imagination
and brainpower to solve the restDavid Cush, CEO, Virgin America
CLICK HERE TO FIND MORE PRACTICAL TIPS & EXAMPLES
ways of working
WHAT WE’VE HEARD...
#1 Barrier is siloed behaviours and ways of working
BATTLING THE BARRIERS TO GREAT CUSTOMER EXPERIENCE
Source: Join up to stand apart: a study led by Brand Learning
Worst examples of siloed behaviours