How to Win Over Digital Customers

By Dennis McCafferty  |  Posted 09-08-2016 Email

While the majority of companies are out-performing their competitors in delivering a digital customer experience, very few are exceeding customer expectations, according to a June 2016 commissioned study conducted by Forrester Consulting on behalf of Accenture Interactive. The study, titled "Expectations Vs. Experience: The Good, The Bad, The Opportunity," distinguishes typical organizations from what it calls "high performers," or those which use the customer experience to drive brand differentiation and either meet or exceed their customers' expectations 91% of the time. High performers deploy data and analytics to a much greater extent than average companies, while making this customer experience-related data easily accessible throughout all business functions. Indeed, most high performers indicate that digital initiatives are reinventing their organization - which is proving critical in today's market. "Meeting customer expectations is by no means a small achievement," said Anatoly Roytman, a managing director for Accenture Interactive. "(These) expectations are changing faster than ever and what people learn to love in one industry increasingly defines what they expect in other areas as well - we call this 'liquid expectations.' It's now your customer who's setting the bar, not your competitor. The next wave of digital services will completely transform customer experience as we know it. Every business will have to truly rally around the customer and become even more digitally savvy in order to take advantage of it." More than 700 global customer experience decision-makers took part in the research, which was conducted by Forrester Consulting.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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