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Companies Still Struggle with CEM
61 percent of respondents in a new survey cite customer experience management as their greatest challenge.
Posted Aug 22, 2012
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Companies continue to struggle with customer experience management, according to a report released by the Customer Management Exchange Network, a division of IQPC Exchange.

The research examined the primary challenges facing chief customer officers, vice presidents, and directors of customer experience from across the United States and Europe. It found that the greatest challenge is customer experience management, with 61 percent of respondents stating it as a current area of focus within their organizations. .

Key challenges highlighted by the respondents include questions such as How do we develop an effective customer experience framework? and How do we listen to customers voices and prioritize this to develop and enhance customer experience management?

cultural change and centricity has been one of the most widely debated topics in recent years, yet 50 percent of all respondents still highlight this area as one of their three greatest challenges. The most likely explanation cited by those interviewed is that it is not simply an issue of integrating cultural change; but rather all business units need to embrace the customer and align business strategies to move into a customer centric environment.

Common questions among respondents included How do we ensure the customer experience management activities are at the heart of all decision making processes within the business? and How do we create an internal culture change around customer insight and experience, getting employee engagement and keeping it alive and real, especially for those in non-customer facing roles?

The Customer Management Exchange Network has published the full report online at bit.ly/NWDLTi.


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