Some 86 per cent of organizations believe that improving their customer experience should be a strategic priority over the course of 2011.
This is according to Forrester Research's Paul Hagen, who noted that currently only 46 per cent of companies have an enterprise-wide program in place dedicated to bettering the services which they offer to their customers.
Writing on the 1to1media.com blog, Mr Hagen explained that it is important for firms to differentiate themselves from their competitors when it comes to providing excellent and unrivalled customer service.
To do this he highlighted the importance of performing customer experience activities differently.
"Understand the magnitude change of an outside-in approach, be intellectually honest in seeking to truly understand customer's perceptions of the experience and align operations to better deliver value to customers," Mr Hagen wrote.
His comments follow recent research by brand consultancy Wolff Olins, which claimed that the customer experience is being overlooked in favor of achieving sales by online businesses.
Posted by Rachel Wheeler