9 May 2006

Customer Experience is an organisational challenge, suggests business school research

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Foviance
London Business School and Harvard Business School speakers took a look at customer experience within business at a Foviance event launching research findings on FTSE 100 management practices, writes Ann Light in Usability News.

Discussing a new report “Wanted: Chief Experience Officer, commissioned from the London Business School by Foviance and prepared with Amit Kakkad [not yet online, it seems], Chris Voss summed up: ‘Nearly all of the UK FTSE 100 companies that we questioned are now seeing attention to the customer experience as important, and cite it as a growing area of attention for the future. In addition on-line experience is becoming as important as face-to-face. However, this recognition of importance is currently not matched within the organisation. Only one third of companies have someone with direct responsibility for customer experience, and on-line and face-to face experience tended to be managed separately.’

Almost all of the companies surveyed (96%) believe managing online customer experience will become more important to them than managing offline customer experience in the future. 71% consider online customer experience to be more important than managing offline customer experience already, and 25% see it as equally important.

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