According to Gartner, customer experience (CX) more than products or solutions is the new battlefront for business, with 81% of marketers saying that by 2020 they expect to be competing mostly or completely on the basis of CX. However, with customer expectations constantly rising, businesses continue to fall behind. Forresters Global Customer Experience Index continues to find that most companies are rated as poor or very poor year on year. Even the organisations that scored good in 2017 either fell in 2018 or didnt improve. In order to future-proof their business, organisations need to be asking themselves not what do customers want? but, what will customers want?
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