20
RAISE ONE RALLYING CRY
Leaders are also much less likely to have problems with IT priority when it comes to data integration. This is a great example of the importance of being able to prove the value of a CX programme. It’s a lot easier to get to the top of the priority list when you have some solid ROI to back up your requests! In fact, the biggest challenge in this area for Leaders is legacy IT systems. This is tiresome, but this issue seems to affect teams across most businesses, so at least CX departments are not alone! Here, we must also look at the number of companies that are really able to understand the customer journey – at every stage. Not enough of them! Only 38% of Leaders believe they are covering all the key Moments of Truth in their journey, and the less said about the 16% of Laggards in that situation, the better! Moments of Truth and journey mapping have been at the heart of CX for years, but companies are still struggling to get that end-to-end journey view.
Key Customer and Employee Moments Covered
Internal Comms in Place (% rated 6 or above)
65
Covers Key Customer Moments
2017
Covers Key Employee Moments
2018
2019
Fig. 14: Year-on-year trend for coverage of key customer and employee touchpoints
2019
78 2018
Interestingly, compared to 2017, fewer companies are covering all key Moments of Truth for customers. This may or may not be a problem. If businesses really are failing to understand critical Moments of Truth, they should address this. However, an experience is more than the sum of the touchpoints so think carefully. It can be tempting to add yet another survey but is it really necessary? Challenge yourself to identify the touchpoints that really need a listening post, and only consider those as Moments of Truth.
Spreading the word…
73 2017
Fig. 15: Percentage of respondents who rated 6 or above when asked about their internal communication strategy – Year-on-year trend
If we aim for a single rallying cry, it needs to make some actual noise. Investing in customer experience must result in teams across the business understanding how to change their behaviour to make improvements. It also means being able to communicate successes to help bring the doubters (there are always some!) along. To this end, we asked about communications strategies. Interestingly, for all the wrong reasons, this is an area that is going backwards, with the number of companies that have a internal communication strategy in place now down to below 2017 levels.