Who manages customer experience? [#DigitalInsights]

Over half of businesses don't have any defined responsibility for multichannel customer experience

In our recent research, in collaboration with eCommerce Expo, on Managing Online Customer Experiences, one of the main challenges we wanted to investigate, is who is responsible for managing experiences - both online and across multiple channels.

Given that we are reaching and interacting with consumers across a multitude of touchpoints, all businesses are looking for the best ways to influence and engage with our consumers, to 'maximise  conversion from lead to sale and customer loyalty'. But who is responsible for this?

Over 52.6% of respondents had no defined responsibility for managing for managing the Customer Experience

Well we think this is shocking, but understandable? What are the implications? Well, they're the same with any lack of management and likely include:

• No / poor KPIs for evaluating Customer Experience
• No / poor process for reviewing and improving CX
• Insufficient resources focused on CX
• Poor quality of CX
• Missed opportunities to boost conversion rate through CRO

Of course there will often be good reasons behind this figure such as the size of the organisation and sophistication of their integrated marketing campaigns. It's shocking in this era of "modern marketing" that over half of the companies were not managing the customer experience across all touchpoints within the organisation, and would not be in a position to be pro-active to monitor and improve this.

To find out how to address CXM this report's findings are themed into 3 sections; Understanding Customer Journeys, Managing Customer Experiences and Improving the Customer Experience.

You can download the free Managing Customer Journeys guide to find out more about how companies are managing, understanding and improving the Customer Experience.