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Oracle’s value chain message on global customer service

This global survey of 1,342 senior-level executives from 18 countries in North America, Europe, Asia Pacific and Latin America yields new insights on the challenges, strategies and lessons learned for succeeding in the customer experience era
By Patrick Burnson, Executive Editor
February 08, 2013

Oracle announced the results of its “Global Insights on Succeeding in the Customer Experience Era” report. This global survey of 1,342 senior-level executives from 18 countries in North America, Europe, Asia Pacific and Latin America yields new insights on the challenges, strategies and lessons learned for succeeding in the customer experience era.

Here are a few of the key findings contained in the report:

Global Strategic Priority with Huge Financial Stakes: Ninety-seven percent of executives agree that delivering a great customer experience is critical to business advantage and results, and respondents estimate that the average potential revenue loss for not offering a positive, consistent and brand-relevant customer experience is 20% of annual revenue.

Businesses Stuck in Idle: Ninety-three percent of executives say that improving the customer experience is one of their organization’s top three priorities in the next two years, and 91% wish to be considered a customer experience leader in their industry. However, many organizations are stuck in an execution chasm; 37% are just getting started with a formal customer experience initiative, and only 20% consider the state of their customer experience initiative to be advanced.

The Perception Chasm: The study revealed that business executives underestimate the impact of customer experience on behavior. Forty-nine percent of executives surveyed indicated that customers will switch brands due to a poor customer experience, but a full 89% of customers say that they actually have switched brands due to a bad customer experience.

Social Media – A Key Driver for the Future: Social media amplifies the customer voice, and businesses are scrambling to answer. Eighty-one percent of executives believe that delivering a great customer experience today requires leveraging social media effectively. But, 35% do not have social media for sales channels, and 35% do not have social media for customer service.

Technology, People and Processes Present Significant Obstacles: Executives cite limitations from inflexible technology, siloed organizations and systems, and insufficient investment as the biggest obstacles to delivering the best possible customer experience.

Businesses Are Investing in Customer Experience: On average, businesses estimate that they will increase spending on customer experience technology by 18% in the next two years. Improving the cross-channel experience and customer analytics are top priorities.

Lessons Learned: A good customer experience strategy requires fundamental organizational changes. Successful initiatives that have improved the customer experience span people, process and technology. Executives at organizations that consider their customer experience initiatives as “advanced” appear to have been most successful in engaging their employees by:

*Building training programs and incentives for employees to offer a great experience

*Updating company core values to include customer experience

*Implementing a specific technology to improve customer service

Access the full report – which delves extensively into the obstacles organizations face and the programs they are putting in place to deliver excellent customer experiences.

About the Author

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Patrick Burnson
Executive Editor

Patrick Burnson is executive editor for Logistics Management and Supply Chain Management Review magazines and web sites. Patrick is a widely-published writer and editor who has spent most of his career covering international trade, global logistics, and supply chain management. He lives and works in San Francisco, providing readers with a Pacific Rim perspective on industry trends and forecasts. You can reach him directly at .(JavaScript must be enabled to view this email address).


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