According to Oracle’s recent Global Customer Experience Impact report, a study of 1,300 senior executives, most organizations seem to be stuck in idle when it comes to achieving their customer experience goals. While the overwhelming majority of executives agreed that customer experience is critical to their businesses’ success, many are still struggling when it comes to delivering the kind of experiences that their customers want. So what’s standing in the way?
Inflexible technology, internal challenges and a lack of investment are among the primary factors preventing organizations from delivering the best possible customer experience. Survey respondents indicated that the following issues are some of the biggest customer experience related obstacles:
- Silos within the organization and conflicting key performance indicators and incentives between different channels and business units
- Limitations of inflexible technology and application infrastructure
- Difficulty regularly tracking performance measures and customer feedback
- Don't have a consolidated, accurate, 360- degree customer view across all touch points
- Siloed systems that prevent them from easily sharing information or supporting continuous processes across touch points
- Lack of money allocated to customer experience initiatives
These obstacles indicate that a real shift in approach is required for those organizations that really want to push forward on their customer experience initiatives. And this shift in approach needs to come by way of initiatives that span people, processes and technology.
Oracle's Global Customer Experience Impact report surveyed more than 1,300 senior executives across 18 countries on the state of customer experience. This study, one of the largest of its type ever undertaken, yields crucial new insights on the challenges, strategies and lessons learned for succeeding in the customer experience (CX) era. View the survey results, or take the CX assessment survey to see where your organization stands.