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So Maxie I understand that you surveyed more than 1200 people for this report can you talk about. The methodology for the report we surveyed those. People in positions that were marketing and Technology decision-makers to find out how are the companies that they're at investing in customer experience are they investing in. Customer experience and we also asked them how well they are doing certain customer experience best practices. Across people process and technology and what we could do with that is we could identify the companies who are consistently doing those. Practices really well across those three pillars and those are experience driven businesses they really know what it takes to invest in customer experience and they're doing. It well so I understand from the report that you found that less than a third of companies are really doing a good job when it came to those three pillars of people process and technology so why. Is it just so hard for these companies to embrace these three pillars I think the problem is that it is hard right as you said it's hard to do all of those things well think about just. The dimensions of this people this is about creating a customer. Centric culture many of the companies that are out there aren't born that way they need to develop that culture over time this is also taken process example you have to have the right metrics in place that don't cause score obsession. And score chasing but that are just there for employees to check whether they're doing the right thing for the customer and you also need to have the right technologies in place that you can invest in both acquiring customers as well. As keeping them across the whole customer lifecycle and that is incredibly hard and I think that's why we've only found that about a third of companies really did those things consistently in the past customer experience might. Have been seen as kind of a soft benefit people didn't really take it seriously but today we're seeing us explosive attention being paid to customer experience is it a soft benefit today or is there a hard. Line between customer experience. And ROI we know that good customer experience is good for business it's not a feel-good thing it's good for business and we have had evidence before that this is true but now we. Have ever done across nine countries and eight industries that experience different businesses are achieving higher revenue higher retention higher customer lifetime value higher employee satisfaction and we have in the study clearly shown that there is a tremendous ROI investing and customer experience. There is no endless supply of customers for any company so if you don't provide the right experiences you're not going to. Acquire retain those customers so this direct line from providing the right experiences for customers to stay in competitive as a business staying a life as a.

 


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