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Some interesting new research in this week’s newsletter suggesting a huge disconnect between the experience customers want and the one they are actually receiving. The research says while more than half of organisations consider CX to be a ‘primary differentiator’ a measly 5% are actually delivering on it.

The NTT research says most organisations struggle to align their CX strategies to voice of customer feedback having no formal process for considering this data and some having no feedback mechanism whatsoever.

Commenting on the research, Rob Allman, Senior Vice President of Customer Experience at NTT, says: “Customer expectations are higher than ever – businesses cannot afford to fail in CX. However, most companies are missing valuable insights that are integral to better connect with and stay relevant to customers across every touchpoint. By listening to the voice of the customer, integrating data across systems, in addition to adopting emerging technologies such as AI and RPA, companies have the unique opportunity to gain a competitive advantage.”

Some astute comments here from Rob Allman over the disconnect between organisations and their customers when it comes to the CX. The opportunities and challenges thrown up by this research will be examined in some detail at our upcoming Customer Engagement Transformation conference in July. A date for your diaries.

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