It’s no longer enough to just provide a great customer service. Now, consumers want to be spoken to in their language, across the platforms they use, at the time of day they will be interested.
But businesses aren’t meeting this new expectation, according to a new report from Redpoint Global and The Harris Poll. Compared to marketers, half as many consumers say the brands they interact with are doing an excellent job in delivering an exceptional customer experience (CX) (26%). In fact, 48% say the experiences they’re provided with rarely meet their expectations.
So, what’s causing this gap between the CX businesses are delivering, and the actual CX that customers expect? Two words: data quality.
Only when brands have a clear, consistent customer data – built on the back of data governance rules – will they be able to provide the seamless, omnichannel, personalised experiences customers expect. So why does data quality matter so much to CX? And how can it bridge that gap between what brands deliver and what customers expect?
The data tailor: personalisation at the heart of CX
Let’s say you’re in the market for a fresh outfit. Sure, you could buy something off the rack – but if you want something that really fits, a tailor’s your best bet.
The tailor can’t just make it up though. They need the right measurements, taken with the right tools, so that they can give you the garments in the right size and with the right fit.