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respondents (61%) said customer awareness of such technologies
is the biggest barrier to adoption.
Verbist added: “Rolling out a technology only to claim it doesn’t
provide the functionality required, or that customers are unaware
of it, isn’t a failure of the technology, but a failure of the planning.
Technology can give businesses many powerful tools to improve
and support great customer experience, but it’s not simply a
case of flicking a switch and it will work. Brands need to back
their investments in technology with investments in their people,
processes, and planning.”
Nancy Jamison, Principal Analyst for Customer Care at Frost &
Sullivan, advised that brands should look to address these areas of
disconnect within their business and measure, benchmark and report
effectively to ensure such disconnects don’t creep back in.
“Customer experience benchmarking is more important than ever.
Brands need to invest in customer experience but they also need to
know that those investments are paying off.
“And if they’re not, they need to know what to change. Right now, it
looks like brands aren’t putting the right kind of focus on customer
experience and, as a result, they’re not seeing the outcomes they
want. That’s bad for them, and their customers,” she said. n
www.intelligentcio.com
Nemo Verbist,
Group Executive for
Customer Experience
at Dimension Data
INTELLIGENTCIO
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