A REPORT BY HARVARD BUSINESS哈佛商业报告

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1、AREPORTBYHARVARDBUSINESSREVIEWANALYTICSERVICESLessonsfromtheLeadingEdgeofCustomerExperienceManagementSponsoredbyLessonsfromtheLeadingEdgeofCustomerExperienceManagementCUSTOMEREXPERIENCEMANAGEMENT—thecollectionofprocessesanorganizationusesHIGHLIGHTStomanagecustomerinte

2、ractionsacrosstheenterprise—ismoreimportantthanever.Thedaysofthesinglecustomertouchpointarelonggone.Today’scompaniesmustoptimizethecustomerexperienceacrossmultiplechannelsandproductlineswhilestillmeetingdemandsforreal-time,increasinglycustomizedexecution.53%Yettoofewc

3、ompaniesarecreatingeffectivecustomerexperiencepractices.Lessthanhalfbelievecustomerexperienceofcompaniesviewcustomerexperiencemanagementasastrategicpriority.Mostarestrug-managementprovidesaglingtodevelopclearandconsistentcustomerexperiencestrategies,support,processes,

4、competitiveadvantage.andmetricsacrosstheirorganizations.Leading-edgecompanies,1however,aremakingthechangesnecessaryforeffectivecustomerexperiencemanagementthroughouttheenterpriseandgainingaclearcompetitiveadvan-tageasaresultoftheirefforts.Theseareamongthefindingsofane

5、wHarvardBusinessReviewAnalyticServicesstudy45%ofmorethan400executivesaroundcustomerexperiencemanagement—researchthatviewcustomerexperiencefeaturesin-depthinterviewswithseveralbest-practicecompanyleaders.managementasanimportantstrategicpriority.There’snoquestionthatcus

6、tomerexperiencemanagementishard.First,itisdifficulttoprovetheROIofcustomerexperienceeffortsandtiesuchendeavorstobusinessoutcomes.Second,integrationanddataissuescanthwartattemptstodeliverasingleviewofthecus-tomer.Finally,cultivatingacustomer-focusedcultureisachangemana

7、gementchallenge.Leading-edgecompaniesfacethesesamecustomerexperiencestrugglesasthelaggards2dobutdifferinhowtheyrespondtothechallenges.Theyaren’twaitingforsomeoneelse45%tosolvetheseproblemsforthem.They’rededicatingtheresourcestofigurethemoutforfindtyingcustomerexperien

8、cethemselvesaheadofthecompetition.Armedwithanintrinsicbeliefinthebusinessvalueinvestmentstobusinessofcustomerexperienceexcel