Why Do Businesses Think Their CX Is Better Than It Is?
The reviews are all five stars. CX surveys are conducted. Testimonials. Net Promoter Scores (NPS) are a type of CX metric. We'd all like to know how much someone enjoys our brand, product, service, experience, or even ourselves. Any company with a marketing department wants to know how satisfied its customers are – or how dissatisfied they are. Has the CX met or exceeded their expectations? And if not, what's the hold-up? The realm of CX is loaded with difficulties, so in this second installment of our six-part series, we'll look at the alarming fact that most businesses believe their customer experience is much better than what their consumers believe. Bain's study exposed the surprising reality years ago: Only 8% of clients said their business provided a "great experience." That's a significant gap in perception. How is it possible, though? Why do marketers believe their CX is greater than it is in an era when we have...