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3 tips for closing the customer experience gap
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On the brink of death, people in the Amazon original series “Upload” have the option of uploading their consciousness into a luxury-filled digital afterlife. Each then gets a customer service “angel” to tend to their every need, anticipated in virtual pop up ads. “The ads know us better than we know ourselves,” one quips.
Sound far-fetched?
Not really.
Digital afterlife aside, the internet knows you very well. Data you produce daily can predict your preferences, your mood, and even your level of impulse control. We have access to so much customer data, that we too should be able to anticipate (and fulfill) every need for our customers.
Here comes the “but.” (There’s always a but.) But a huge gap still exists between the business perception of customer experience (CX) and actual customer satisfaction.
Here’s a compelling statistic: 87% of marketers say they’re delivering engaging customer experiences. Juxtapose that with another stat: half (49%) of customers say that brands failed to meet their expectations. What’s more, two thirds of customers surveyed couldn’t remember the last time a brand exceeded their expectations.
Ouch.
This is the customer experience gap. We believe that we’re doing a good job, but…