1. Customer Experience
It’s time to commit to customer experience.
Europe is keeping pace with the global trend towards personalised customer experiences. However, we found that some countries are more committed to CX than others. 22% of businesses said that it’s their number one opportunity for 2020. France and Italy showed the most confidence (16% described themselves as being ‘very advanced’ in customer experience compared with only 5-6% of businesses in the UK and Germany making the same claim). But do their actions match their words? We found that customer experience is the top digital priority for 38% of UK businesses. Businesses in Germany (27%) and France (28%) also place it high on the agenda. Meanwhile, Italian companies report that it’s a low priority, which conflicts with their earlier claims and raises questions about the maturity of the market. Want to see the benefits of committing to customer journey management? We recommend the case study of Heathrow Airport, which shows an increased average spend of 60% through their laser-focus on customer experience.