Why is a positive customer experience so difficult to deliver on? originally appeared on Quora: the place to gain and share knowledge, empowering people to learn from others and better understand the world.
There are two core reasons.
First, the workforce is changing, and the people purchasing products and services are changing. Their expectations are different and constantly changing. By next year, just under half of the global workforce in the U.S. will be millennials or younger. By 2025, 75% of the global workforce will be millennials or younger. It's difficult for brands to keep up with an ever-changing landscape. It is just not feasible to make every customer interaction matter without taking a data-first approach.
Second, there is a lack of connected data and intelligence for brands. This makes real-time insight and corresponding actions impossible. When a department operates in a silo, their data lives within silos and is therefore not connected. Marketing isn't connected to service - so the service agent does not have an understanding of what offers customers are responding to. They cannot market or sell properly. Data and insights are not surfaced to the right people in the right departments at the right time in the customer journey.
CX is a critical indicator of whether consumers will do business with a brand again and advocate on their behalf. Brands are no longer just competing with a better product, value or price - it's about a better experience. Data, experience and intelligence must be connected across all functions - marketing, sales, service and commerce - in order to succeed.
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