Many companies are investing heavily in flashy customer experience (CX) technology, yet customers still aren’t seeing the meaningful improvements they expect.
Why? Businesses are falling into the over/under-investment trap. They overinvest in shiny tech, such as chatbots and advanced analytics. But they under-invest in the people and processes that make CX work.
The bottom line is revealing: Flashy does not always mean functional, and it certainly does not mean customer-centric.
The high cost of CX strategies often fails to deliver a meaningful return on investment, noted Calvin Cheng, partner of customer experience at business and technology consulting firm West Monroe. Companies can be distracted by implementing the latest tools without a clear vision — falling into the trap of “technology for technology’s sake.”
“This misalignment results in systems that add complexity or frustration rather than benefit, leaving overall satisfaction unchanged for both customers and employees,” he told CRM Buyer.
