Customer experience key for business growth

Businesses must embrace digital transformation to ensure the experiences they are providing are relevant to customers, Gartner advises

Customers ahead sign

Organisations are dramatically changing their business models in an attempt to ensure their customer experiences are relevant to the changing demands of customers.

Rather than businesses focusing solely on product and service innovation, they must think of new ways to attract customers and that's usually by providing a unique experience that cannot be gained from competitors, according to analyst firm Gartner. 

Gartner's research, which polled almost 300 Gartner Research Circle Members, found that although companies are carrying out an average of almost six customer experience campaigns a year, a third of participants said these projects involved significant changes to their business models.

The most popular customer experience campaigns related to collecting and analysing customer feedback, then communicating these actions to employees and customers. Second on the list was reconfiguring customer process and, in third place, decision makers said their activities related to launching self-service products and creating tools to select, order, track and stop product purchases.

Advertisement - Article continues below
Advertisement - Article continues below

Worryingly, the fewest leaders said they were using customer experience to honouring data privacy or building trust. However, attitudes towards these are changing and the members said they were planning more projects centred on unifying their organisation, improving consistency across channels and driving customer loyalty in 2015.

Nick Inglebrecht, research director at Gartner, said: "The findings...underline the fact that customer experience improvements are complex undertakings. There is no silver bullet that will, by itself, improve the overall experience. But the combination of projects, if implemented well, can cumulatively contribute to the improvement of an organization's customer experiences."

By 2018, more than half of organisations will have implemented significant business model changes to improve customer experience, according to Gartner. 

Featured Resources

Digital Risk Report 2020

A global view into the impact of digital transformation on risk and security management

Download now

6 ways your business could suffer if you don’t backup Office 365

Office 365 makes it easy to lose valuable data regularly, unpredictably, unintentionally, and for good

Download now

Get the best out of your workforce

7 steps to unleashing their true potential with robotic process automation

Download now

8 digital best practices for IT professionals

Don't leave anything to chance when going digital

Download now

Most Popular


How to use Chromecast without Wi-Fi

5 Feb 2020
operating systems

How to fix a stuck Windows 10 update

12 Feb 2020

The top ten password-cracking techniques used by hackers

10 Feb 2020
cyber security

McAfee researchers trick Tesla autopilot with a strip of tape

21 Feb 2020