Marketers can’t seem to stop talking about customer experience. And CEOs haven’t shut up about “putting the customer at the heart of everything” they do.
Why is customer experience so fashionable? Is it because marketers see it as their best way of exerting a broader influence in their organisations – a way to get involved with product management?
Do marketers see customer experience as more worthy than advertising, or less tied to pesky revenue goals? Or is it simply because the internet has increased competition so dramatically that marketers need to work harder to please customers?
Whatever the reason, 19% of company respondents in Econsultancy’s 2018 Digital Trends survey picked customer experience as their single most exciting opportunity this year (it was top of the pile).
Customer experience encompasses so many things – I recently moderated an Econsultancy roundtable on the topic and we covered online checkout design, fast food ordering and queueing, package delivery, content curation, retention marketing and personalisation.
But ultimately, I’d like to put forward legacy technology in customer relationship management (CRM) as perhaps the biggest customer experience snag of all. Though it might not be pressing for all companies in every sector, where it does bite it causes plenty of anguish for customers.
I’ll give you an example from my personal life.
I recently made an insurance claim over the phone. A claims expert working for my insurer subsequently emailed me to clarify something. The email included a request for some photographs that I had already provided weeks prior. This annoyed me slightly, but I replied with the requisite information. Next I got a response which said: “Could you please confirm our claim reference……to help me locate…