Return on Behavior Magazine
Home for marketing and customer service professionals

Customer Experience

February 1st, 2011

Multi-channel customer experience

We have contact centers, emails, web, events and of course social media, and all have different ways of interacting with customers, and different data sets.

So, the question becomes – how do you achieve the holy grail of a singular customer viewpoint with a wide range of touch points?

Research completed by Econsultancy along with Foviance, they have created the “Multi-Channel Customer Experience Report”. This is a survey based on the findings from more than 500 companies and agencies to examine which organizations have a strategy for being able to provide a complete customer experience across the managed touch points. There are some very interesting findings indeed!

It is clear from the report that the vast majority of companies understand the impact of customer experience on business, however very few organizations have integrated, cross channel processes and systems in place, or even a strategy to help them achieve this.

Almost half of the companies (49%) say a joined-up multi-channel customer experience is  very important to their organization, and a further 41% say it is quite important.

More than two thirds of companies (68%) recognize a strong link between long term business performance and customer experience, while 24% say there is a weak link. Only 8% think that there is no link.

Nearly one in ten companies (9%) surveyed, including organizations with revenues exceeding £1billion, say that there is no strategy for improving customer experience. A further 69% say they are only starting to develop the strategy, and 22% feel that they have a well-developed strategy.

Companies are typically trying to integrate their systems and adopt a customer-centric approach, but have not yet reached a stage where they have been able to properly harness these different processes in a way which allows for seamless cross-channel engagement.

It seems like the greatest barrier is organizational structure – with 41% of respondents citing this factor to be the greatest hurdle to overcome. A further 38% of organizations feel that the complexity of customer experience is their major barrier.

The complexity of the multi-channel customer experience means that an organizational framework for measurement is a necessity. While the majority of companies have realized this, only a fifth (20%) say that they have a well-developed framework, including 18% who say it is “quite well developed”.

Just under half of companies surveyed say that framework is “not very well developed” and a further 18% say it is “not at all well-developed”. Worryingly, 15% of companies “do not have a framework”!

It seems like the majority of organizations know the importance of Customer Experience Management, however very few companies are actually able to, or doing something about it.

To find out more about how TeleFaction is about to help you implement a strategy to improve your customer experience and voice of the customer insights, go to

For more insights into measuring the effectiveness of Customer Experience, and the full report, download your free copy HERE.

About the Author

James Digby

For several years James has been involved in startup and entrepreneurship throughout the world. James ever growing network amongst marketing wizard’s, VC’s and startup gurus is invaluable. James is a thought after keynote speaker with strong opinions on all things startup related with recent events with Athens, Moscow, Amsterdam and London. 



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