Why Employees Don't Focus on the Customer Experience

Marketing Management — Wed., Oct. 28, 2020

According to recent research from Harvard Business Review Analytic Services and Gongos, executives say poor integration across teams is the biggest reason employees don't engage in the customer experience. The survey of 434 Harvard Business Review readers revealed that 43% of respondents cite this as a barrier to engaging employees.

Other major barriers include not having a consistent top-down CX strategy articulated by leadership (37%), poor line of sight across all areas of CX strategy (33%), and lacking data to compare ROI across investments (30%). Despite this, 96% of respondents say providing a good customer experience gives companies a competitive edge, and 92% say having a customer-centric purpose delivers better business benefits.

However, only 38% of respondents said their company has a customer-centric purpose that is deeply embedded in the mindsets and actions of employees. This suggests that there is a disconnect between understanding the importance of customer centricity and implementing it in practice.

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