Even though customer experience is apparently at the top of everyone’s agenda:

Marketing week reported last week that only 10% of UK brands excel at customer experience. Admittedly they drew this conclusion using NPS scores, but given that it’s the main metric CX teams are trying to improve, clearly something has gone awry.

For all the endless bloviating about retention, Nielsen report that consumer loyalty has declined in the last five years.

Only 28% of CX professionals surveyed by MaritzCX think their programs are succeeding, and last year only 20% of businesses surveyed by Conformit had a rock solid ROI from their CX initiatives.

Clearly something's gone very wrong, but what? Some common culprits:

Prescribing CX improvements as the solution, without diagnosing the problem
Unwillingness to tackle root causes of CX problems
Ill-defined success criteria
Unclear responsibilities / poor integration with other departments
Paltry spend on qualitative research
Taking way too long to do far too little
Measuring the wrong things, making ROI impossible to prove
Too little focus on customer acquisition, increasing share of wallet and memory building
Ignoring category basics in favor of attempts at differentiation
I could go on...

What's your assessment?

See this post on LinkedIn