54% Org have no Process to Align CX Strategies to VoC Feedback: NTT Report

Only 12.1% of the organizations globally, 17% in Asia Pacific and 24% in India say customers rate brand experiences as fully satisfactory, with satisfaction around AI and robotics experiences faring even worse.

According to the “The Connected Customer: Delivering an Effortless Experience”  report by NTT Ltd, only 12% of Asia Pacific (10% in India) organizations are delivering a fully functioning experience, yet more than half (64% in Asia and 74.6% in India) consider customer experience (CX) to be a primary differentiator.

Organizations struggle to align their CX strategies to voice of customer (VoC) feedback, with 54% having no formal process for considering this data and 19% which capture no feedback at all. Only 34% fully define and track the value contribution of CX and roughly a third (34%) are able to connect data relationships between channels – leaving the rest operating ‘blind’ with no full view of the customer ecosystem. That said, across the globe, the collection of VoC feedback by organizations is improving with a 45% improvement since 2019 in those capturing some form of feedback and 10% now perceive their VoC program to be at an advanced level across all channels.

“Businesses today are recognising the competitive advantage and differentiation that superior customer experiences can deliver for its customers,” says Lux Rao, Director – Solutions & Consulting, NTT India Pvt. Ltd. “However, the myopic approach of maximizing customer satisfaction at every touch point creates an illusion that the customers are happier than they are. This dilutes focus on the bigger and more important picture that is the customer’s end-to-end journey.

With 74.6% of the organisations in India recognising CX as a primary differentiator, it now becomes imperative to overcome the poor strategic execution that is thwarting progress to deliver a hyper-personalised and effortless experience. A thoughtful, integrated and precise strategy for bringing the power of digital technology to complex B2B relationships, will help organisations better connect with and remain relevant to customers, at every touchpoint of their journey.

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