Page 11 - AeM_Oct_2017_final
P. 11
RESEARCH, ANALYSIS & TRENDS
Nearly 90% of respondents from iconic companies "The leaders of iconic companies know that they also
felt they were adept at managing customer experi- have to be leaders in customer experience technology
ence from an omnichannel perspective. This figure investment," said Elizabeth Bramson-Boudreau, CEO
drops to 75% for all responses, and 66% amongst and Publisher at MIT Technology Review. "But they
the poor performance cohort. also know that over-reliance on technology in search
for efficiency gains can reduce, rather than increase,
the levels of customer intimacy required for success."
Iconic companies take a much more active role in Iconic firms, realizing the limitations of a technology-
managing their ecosystem. They are more than centric approach to maintaining desired customer man-
twice as likely as average companies to require that agement levels, place a high value on human capital
their ecosystem partners adhere to their CX stand- investment, and are keen to strike the right balance
ards, and nearly three times more likely to have their between human and automated customer channels”,
customer experience systems integrated with part- she concluded.
ners.
Overall, Getting to Iconic determines iconic companies
That said, a third of iconic companies indicate that are much more advanced in their deployment of lead-
they do not actively share their customer insights ing customer experience technologies, including the
across their ecosystem, much higher than the aver- use of emerging AI applications. They are also much
age. Iconic companies recognize the competitive more able to follow customers across all channels, and
advantages of unique customer insight. manage customer experience levels across their ex-
tended ecosystem.
Corporate Social Responsibility (CSR) is also a dif-
ferentiator for iconic companies: 75% indicate it is The full Getting to Iconic report is available and you
one of the most important components of their brand can download your copy here. ◊
value, compared to 21% among low-performing
companies. By MediaBUZZ
MediaBUZZ Pte Ltd - Independant ePublisher for Asia