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Wednesday, February 13, 2013

We all agree - now what?

Oracle recently surveyed more than 1,300 senior executives on customer experience and the results were revealing. The "Global Insights on Succeeding in the Customer Experience Era" report found that:

  • 97 percent agree that customer experience is critical to success 
  • 93 percent have made it a top-three priority over the next two years
  • Only 37 percent have customer experience initiatives in progress  
  • Only 20 percent consider their programs to be advanced

It should come as no surprise that respondents pointed to siloed systems and fragmented customer data as one of the primary obstacles to advanced customer experience initiatives. When organizations can’t effectively share or collectively interpret full-spectrum customer data, they can’t implement customer experience programming with confidence.   

Ultimately, the survey confirmed what I’ve known for a long time – it’s important, it’s a priority, but brands struggle with implementation (in part) because of technology that can’t deliver what they need. So the real question facing these senior executives is: buy or build? 

Oracle study: http://goo.gl/wHvYA 

About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

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