MarTech: Customer experience should be of utmost importance for firms: Alan Pelz-Sharpe

Most customers want to talk to the company, so listen to them and take their feedback, says the Founder of Deep Analysis

e4m by exchange4media Staff
Updated: Aug 24, 2019 9:55 AM

At the first edition of exchange4media’s MarTech Conference and Expo held on Friday, Alan Pelz-Sharpe, Founder, Deep Analysis, spoke on the topic: A CX Roadmap that puts customers in the driving seat. Sharpe explained why customer experience (CX) should be of utmost importance for an organisation.

Sharpe started off the session by telling the audience that he has been talking about failed projects for 20 years. There are statistics that say 60-70 per cent of projects fail and fall short of expectations in the world of marketing, he said.  

Going forward, Sharpe asked the marketers in the room if their company honestly knows what delights and frustrates customers, and what keeps them coming back? “You should start your CX initiative by first understanding your customers and your own organisation,” he said.

“CX projects involve a deep change in the firm’s culture, which is both challenging and time consuming,” he underlined.

Sharpe shared several anecdotes with the audience, including incidents related to his stay in India while he worked for Wipro.

He said it’s necessary to appreciate the changes and never underestimate the change within the organisations. He spoke about how important it is to speak to the customers. “Most customers want to talk to the company, listen to them. Take their feedback,” he stressed.

Lastly, he listed steps for setting CX priorities. “Expect a multi-year effort. Start first with VOC and customer journeys, focus on organisational readiness, and lastly, give high priority to customer data.”

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