Thought leadership

By Steve Hurst, Engage Business Media

Some fascinating results of a new study, designed to help customer experience decision makers evaluate their current state, identify gaps and define a strategy for optimisation, reveals key CX gaps.

The  Forrester Consulting research, nattily titled  ‘Short-Term Wins and Continuous Optimisation: The Roadmap To Customer Engagement Success’ surveyed  close on 500 global CX decision makers and found that the customer engagement maturity (CEM) gap continues to widen as more channels emerge.

The research results suggest that more organisations must look to establish a foothold with artificial intelligence (AI) to in turn accelerate their CX maturity. It is clear to me that the use of AI in delivering on the CX has certainly been boosted over these last six months since lockdown.

“Customer expectations continue to evolve, and so too must customer engagement practices to meet key CX and business goals. As companies improve technology and strategy, they must shift priorities to best serve and retain customers, as well as grow revenues,” according to the study.

As I said some fascinating research her undertaken by Forrester. We will be looking at this in more detail at our Virtual Customer Engagement Transformation conference later this month. Look forward to seeing you there.

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