According to recent research by Harvard Business Review Analytic Services and Gongos, poor integration between teams is the number one reason why employees are disengaged from the customer experience.
The report is based on data from a survey conducted among 434 readers of Harvard Business Review in August 2020. In their analysis, the researchers broke the responses from “customer-centric companies” (which identify themselves as being strongly anchored throughout the company).
43% of respondents say poor integration between teams is one of the biggest barriers to engaging employees in the customer experience.
Other important barriers are the lack of a consistent top-down CX strategy formulated by leadership (37% cite this as a problem), poor line of sight in all areas of the CX strategy (33%) and the lack of Data to be able to compare the ROI over investments (30%).
96% of respondents say that having a good customer experience gives companies a competitive advantage, and 92% say that a customer-centric business purpose provides better business benefits than a non-customer-centric purpose.
However, only 38% of executives say their company has a customer-centric purpose that is deeply embedded in the minds and actions of employees.
About research: The report is based on data from a survey conducted among 434 readers of Harvard Business Review in August 2020.
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