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Only 26% of businesses say they have a well-developed strategy in place for improving customer experience.

Boardroom executives typically understand the importance of multichannel customer experience, but are failing to invest in the processes and frameworks to make this happen, according to research published today.

The 2nd Annual Multichannel Customer Experience Report, published by Foviance in association with Econsultancy, is based on a survey of more than 650 companies and agencies carried out earlier this year.

The research gives a state-of-the-nation perspective on the extent to which organisations are committed to delivering an integrated experience in a world where the customer journey is becoming increasingly complex due to evolving technology and the proliferation of devices.

A commitment to customer experience from the top of the organisation is regarded as a key requirement by just under half of companies (46%) surveyed, higher than for all other organisational attributes deemed to be important. More than half of responding companies rate themselves either as ‘excellent’ (21%) or ‘good’ (37%) in terms of internal buy-in at the top of their organisations.

Only 26% of businesses say they have a well-developed strategy in place for improving customer experience.

The research has also found that ‘complexity of customer experience’ is now seen as the greatest barrier to improving multichannel customer experience, overtaking ‘organisational structure’ since 2010.

Richard Sedley, Commercial Director at Foviance, said: “Companies that have benefited most from improving their multichannel customer experience are those that have recognised the importance of combining quantitative and qualitative customer insights. If your company isn't already capturing 'voice of customer' via onsite surveying and social listening and integrating it with data from web analytics and search there has never been a better time to start."

In addition to this survey, Foviance carried out five consumer surveys about customer experience, covering retail, travel, online banking, mobile phone providers and gaming / gambling. It highlights that 69% of the 4,000 consumers surveyed have dealt with a company online and 73% of people would be likely to recommend a retail brand based on good customer experience.

Econsultancy Research Director Linus Gregoriadis said: “The understanding about the importance of customer experience is there, but many business leaders are talking the talk without walking the walk. Evidence of ownership of customer experience among company executives has not necessarily translated into clearly-defined strategies, frameworks and processes for making it happen.”

The research found that mature companies are more likely to have overcome technology and data-related issues. ‘Immature’ companies, because they are still worried about technology and systems, are losing sight of the importance of customer service and empowered staff.

Other findings from the 2011 Multichannel Customer Experience Report:

- Just over a quarter (28%) of companies say there is ownership of customer experience at board or ‘c- level’, but without full commitment across leadership teams. Almost a fifth of companies (18%) say there is ‘c-level ownership of the total customer experience’.
- The gap between mature companies and others is typically more pronounced for integration of digital channels, such website, email and internet advertising, into the overall customer experience.
- The gap is less obvious for offline touch points (for example retail outlets, direct marketing and events), with the notable exception of telephone support and sales where mature companies are way ahead of the curve.
- The research also shows how mature and ‘immature’ companies have a different perception of the attributes required for delivering a positive customer experience. Mature companies are far more likely than the least mature organisations to regard motivated and empowered staff and efficient customer service as being among the most important attributes.
- In contrast, immature companies are more focused on visibility of customer behaviour across channels and the need for a single or joined-up customer database.

The full reports are available on the Foviance website:

2nd Annual Multichannel Customer Experience Report

Multichannel Customer Experience Consumer Report

And the Econsultancy website: Econsultancy subscribers (Silver membership and above)

About Foviance
Foviance is a leading multichannel customer experience consultancy that helps some of the world’s best known global brands to deliver better customer experiences that drive improvements in customer satisfaction for increased customer loyalty and better financial performance.

Foviance engages with its customers wherever they are in their product lifecycle, and provides insight so they understand how to improve, create and deliver excellent customer experiences.
Foviance has offices in London and Shanghai.

For further information:
Tel:+44 (0)8450 546 500, e-mail:, web:

About Econsultancy
Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 240,000 internet professionals every month.
Our hub has 105,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking.
Join Econsultancy today to learn what’s happening in digital marketing – and what works.
Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York).

For more information, contact:
Linus Gregoriadis, Research Director, Econsultancy
linus.gregoriadis AT
+44 (0) 207 269 1450

This press release was distributed by ResponseSource Press Release Wire on behalf of Foviance in the following categories: Business & Finance, Media & Marketing, for more information visit