Just 4 per cent of businesses have a single customer view across all consumer touchpoints, despite growing customer expectations that the brands they deal with will recognise them however they get in touch.
This is the stark finding of The Multichannel Customer Experience Report by Econsultancy, published in association with Foviance, which shows the vast majority (68 per cent) of businesses are only just starting the process of putting such a strategy in place.
However, businesses do recognise the importance of developing such a strategy, with 46 per cent saying that this is “very important” to their organisation and 41 per cent that it is “quite important”.
Many of the 500 companies and agencies surveyed for the research had nine or more different points of potential contact, both online and offline, with their customers.
Linus Gregoriadis, research director at Econsultancy, said: “It is clear that while the vast majority of companies understand the impact on business performance, very few organisations have integrated, cross-channel processes and systems in place, or a strategy to help them to achieve this.
“An increasing number of online and offline customer touchpoints are making it even more difficult for organisations to ensure a consistent cross-channel customer experience based on the holy grail of a single customer view.
“Companies are typically trying to integrate systems and adopt a customer-centric approach, but haven’t yet reached the stage where they have properly managed to harness these different processes in a way which allows for seamless cross-channel engagement.”
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This means only 1 in 10 companies that say it is ‘very important’ are doing it. So what are the other 9 spending their time on, a lot of things that are not very important? But then whose responsibility is it to create a SCV, and customer data efficiency isnt creativley glamorous is it? So, what budding marketing person is going to take that thankless task on. And what is creativity anyway? mmm… could it be about getting more customer interest & response. If so then marketers should seize the data intitiative with alacrity and get the resource to help them succeed, cos therein lies the foundation of much customer satisfaction, wastage reduction and extra profitability… a just reward from the grunt of pulling disparate data sources together into something that’s managable, measurable and user friendly.