Survey: Over two-thirds of C-level executives now prioritise customer experience above profit and revenue growth.

A “joined-up” approach is now seen as vital to a good customer experience by most businesses. Connected communications have joined AI and big data as a key way to deliver this.

London, UK, 21th November 2018 – New research launched today by Engage Hub, the data-driven customer engagement company, shows that for businesses today, customer experience is more important than even profit and revenue growth. Over two-thirds of C-level executives interviewed see customer experience as a top business priority.

The flagship report, The customer-centric organisation, produced in partnership with Sapio Research, explores how much importance UK businesses place on customer experience from those businesses that provide it to consumers, looking at a range of sectors, including telecoms, financial services, retail and utilities. The report also looks at what defines best practice today.

The research also found that customer experience was an issue worrying those at the very top of businesses: 90% reviewed customer experience metrics at board level, and almost as many consider the impact of customer satisfaction on overall business metrics.

“Businesses have realised that the only way to profit and grow is by getting the customer experience right, and have prioritised accordingly,” said Ray Tierney, CEO, Engage Hub. “With their priorities now in order, the challenge is in delivery—which is where many businesses report significant challenges.”

Bridging technology and people together for better customer experience 

Most businesses report that the biggest issue they face is “joining up” siloed systems and people. 32% see their departments working in siloes as a major barrier to progress, while 29% see a lack of integration between business systems as the biggest problem—both will hold back the investments businesses have made in new technology to create a better customer experience.

The research also revealed that while businesses have, as may be expected, made investments in AI, chatbots and big data to help automate and improve the customer experience, a third saw IoT and connected devices as a key part of this.

The findings were consistent across all sectors, with only minor variations. Retailers saw a lack of employee engagement as what was hurting the customer experience most, whereas telecoms saw gaps between systems as the biggest barrier in the way of success.

“The research makes it clear that businesses do understand the need to connect together disparate data and business systems to deliver a connected customer experience,” said Nicola Pero, CTO at Engage Hub. “We expect centralised CX teams, responsible for improving the customer experience, will emerge as a dedicated business unit within businesses, as well as new heads of customer experience—a Chief Experience Officer or Chief Engagement Officer—taking up the fight to keep organisations customer centric. Businesses with no such team or role must consider if they need this within their organisation to meet the challenges they face.”

For full analysis of customer experience in these sectors, you can read the full report: ‘The customer-centric organisation: How customer experience has become a major focus for businesses in 2018here.


About Engage Hub

At Engage Hub, it’s our mission to make sure your business treats your customers as individuals to engage each and every one, so you win them over faster and keep them for longer.

With over 30 years in the business, our services have evolved alongside the needs of our clients, including some of the world’s most successful brands across the financial services, utilities, telecoms, retail and logistics sectors. We understand the challenges you face – from data silos to legacy systems – and have built intelligent, intuitive and effective solutions that work for you.

Our commitment to excellence has helped us build a reputation as the leading global provider of data-driven consumer engagement and customer retention solutions. At a time when brand loyalty is at an all-time low, our data orchestration technology delivers the kind of experiences your customers have now come to expect. So, you can always keep them engaged and happy.