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Companies today have to compete on customer experience. And most companies, about 66%, think they’re delivering. However, many customers feel differently. Recent research found that 54% of buyers believe companies treat customer experience as an afterthought.
What’s more, research by McKinsey indicates up to 70% of digital transformations, which usually seek to modernize CX, fail. Why the disconnect?
One big factor is focusing too much on technology and too little on content when modernizing or improving customer experience. Content, including text, images, audio, video, documents and more, is the substance of customer experience across touchpoints such as websites, email, social media, mobile
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