Customer experience (CX) is one of the most important competitive advantages for companies today, but a significant number of Hungarian companies are still at a disadvantage in this area, according to the Hungarian Marketing Association (MMSZ).
A recent survey of Hungarian companies with more than 250 employees, customer experience is part of the business strategy of almost half. Its absence is particularly noticeable in the online market, where businesses are less able to compete with more prepared competitors. The gap is also evident in regional comparisons, with Hungarian businesses at a growing disadvantage, MMSZ said.
Spending on customer experience is a good investment, but it also means planning carefully and deliberately to understand customers’ needs. However, only a third of large Hungarian companies carry out such research when launching a product or service, allowing them to discard any non-competitive initiatives in time. Customer satisfaction surveys are used by even less, only 17%, although a much higher proportion of companies have the necessary data available, with 53% conducting such surveys regularly.
Customer experience cannot be left to chance, because if it is done well, customers will become more loyal to the vendor,” MMSZ said. Companies need to offer tailored solutions to achieve this, and it is not enough to simply elevate customer experience to the level of a corporate strategy- companies need to make sure it is delivered.
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