I’ve always believed having a good understanding of your customers is key to being able to deliver a great customer experience, and so do you, according to a third of the industry representatives who participated in our recent customer experience survey.

They felt post-pandemic customer expectations were changing, with 39% believing customers now expect more personalisation. This is a view echoed in our consumer survey, with 37% saying their expectations were not being met when it comes to personalisation. 

Not having enough customer knowledge and understanding, together with a lack of suitable technology systems, were the main reasons given for preventing personalisation. There was limited use of CRM systems with the majority saying they were planning to adopt CRM in the near future. 

My advice is to start with the basics; identify where all of your customer data sits. Once you’ve done this, look at how you can bring all of your customer data into one place, with CRM systems a great way to do this. Then, look at how to use your data to improve and personalise the customer experience for each step of the customer journey. Start small but think big – don’t feel you have to do it all in one go. Pick one or two steps in your customer journey and start there. 

To see the full research report, go to inspiretec.com/cxreport