A new report finds that more than a third (36%) of marketers see silos within their organisation as the biggest issue, while around a quarter (24%) cite lack of senior management vision. By contrast, relatively few blame technology gaps.
Organisational obstacles are being blamed for getting in the way of better customer service, a new report suggests.
According to Creating a seamless customer experience, a report published by The Economist Intelligence Unit and sponsored by Panasonic, organisations are struggling to create a seamless, friction-free experience for consumers.
The report finds that the biggest obstacles to better customer service are organisational, rather than technical. More than a third (36%) see silos within their organisation as the biggest issue, while around a quarter (24%) cite lack of senior management vision. By contrast, relatively few blame technology gaps.
Despite the importance placed on customer experience, the report highlights that improving customer experience is seen as a strategic priority by 79% of senior executives.
Yet, progress on joining up channels has been limited, mainly due to organisational challenges.
The report also shows that many companies are at an early stage in creating an omnichannel presence. Few have created roles such as a chief customer officer to take charge of the customer journey. Many have basic work to do on integrating content between different platforms. And less than one-third track customer behaviour across channels.
Martin Koehring, the editor of the report, said: “Integrating channels can require major company reorganisations and significant investment in unifying separate IT systems. Most companies now accept that, but they have not yet faced up to the scale of organisational change necessary to become truly omnichannel.”
Download the full report below.
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