Stefan Tornquist says, “With apologies for the inflammatory headline, marketing is fooling itself about customer experience.

In research over the last two years, we’ve seen a consistent over-estimation of how good things are and the results to come.

Some of the most compelling evidence comes from our recent study in partnership with IBM, The Consumer Conversation, a look at consumer-facing organizations, most with over $1B in revenue. The report points out some of the ways in which views of brands and their customers don’t match up.

At Econsultancy we strongly believe in customer experience (CX) and its potential to be the key difference for brands reforming themselves in the digital age. That’s not a stretch, since CX is the sum total of all interactions between a person and a company“.

Five reasons your customer experience initiative is going to fail

‘Econsultancy’ Blog

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