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Studies: Cross-channel key to customer experience


Redwood Shores, Calif. – Cross-channel experiences are vital to customer experience. Recent customer experience studies of retail executives — by Oracle Corp. and Tata Consultancy Services — show that to 50% and 47% of respondents, respectively, cross-channel experiences are vital to providing overall customer experience.

In addition, Oracle data shows the top goal of retail customer experience programs is loyalty (62%), while the Tata study indicates churn (62%) is the top goal. Both studies listed personalization as a high priority of retail customer experience initiatives, with more respondents in the Oracle study (58%) than the Tata study (38%) listing it as a top objective.

Both studies also listed lack of money/investment issues (31% in the Oracle study and 40% in the Tata study, respectively) as the largest customer experience challenge. And both studies indicate 29% of respondents see high value in “voice of the customer” projects aimed at analyzing actual statements made by customers in aggregate.

Oracle’s customer experience study included more than 1,300 senior executives across 18 countries in North America, Latin America, Europe, and Asia Pacific, with 8% of these executives in the retail industry. TCS’ customer experience study was based on 219 U.S. and U.K. executives, with 26% of those in the retail industry.

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