If customer experience isn’t your priority, you’ll lose

c7da15f85c8881da8dac7d5f6b9d0ae7A recent Gartner survey on the role of marketing in customer experience found that, by 2016, [inlinetweet prefix=”” tweeter=”” suffix=”null”]89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago[/inlinetweet].

According to the same Gartner research,[inlinetweet prefix=”null” tweeter=”null” suffix=”null”] fewer than half of companies see their customer experience capabilities as superior to their peers[/inlinetweet]—but two-thirds expect these capabilities to be industry leading or much more successful than their peers within five years.

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If your customers don’t like the experience they have with you, they’ll leave: There are many studies supporting the notion that 80% to 90% of customers that have a bad experience will leave, with little chance of returning. You don’t need research to understand the logic of this.

[inlinetweet prefix=”null” tweeter=”null” suffix=”null”]According to one study, nearly a third of consumers would rather clean a toilet than talk to customer service. [/inlinetweet]

Customer experience leaders focus on employee and workplace experience: [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]The correlation between happier, more productive employees and better customer experience is strong.[/inlinetweet] This is one reason that EX (employee experience) and WX (workplace experience) are among the fastest growing areas of experience design.

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Will businesses get it? Doubtful.  Most are slaves to the numbers/balance sheet and managers are afraid of upsetting the status quo for fear of losing their jobs.  The truth is that when we empower employees and treat them like valuable people rather than numbers on a balance sheet they tend to put customers first.