In a bid to integrate silos of customer communications into a single multichannel customer experience, many organisations have changed who is corporately accountable. Increasingly we are seeing that individual having responsibilities for bringing brand/marketing in line with the customer experience as a whole. Rapidly gaining a full appreciation for the vagaries of contact centre operations, costs and metrics is essential in managing that organisational change successfully, and arriving at positive outcomes.
One of our current research projects is investigating the impact of Cultural Differences on design. This spans our entire process, but a particular area of interest for me is how we approach UX research and design, and how supporting Cultural Differences may alter the approach, tools and research that we adopt.
Watermark Consulting took Forrester’s annual customer experience Index and compared the return over five years of investing in the top 10 versus the bottom 10 ranked companies for customer experience. The results were staggering. in the five-year period 2007 – 2011 the leaders outperformed the broader stock market by 27% over the S&P 500 and 128% over the companies considered customer experience laggards