We start 2018 facing an experience gap – that’s to say a gap between what customers need from their experiences with brands and organisations and the quality of the experience that they actually receive. Improvement of customer experiences stalled from 2016 to 2017 in many markets. Despite talk, action and investment in VOC & CEM programmes, few companies are making any headway in responding to customers’ journey needs and experiences for customer have become ‘average’ at best.
http://customerthink.com/is-dark-data-the-key-to-closing-your-customer-experience-gap/
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