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  "documentTitle": "Bridging Customer Experience Gap",
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      "text": "Across the whole range of capabilities there is a significant shortfall between the proportion of companies who say they are doing them well and the proportion who believe these capabilities are important for success.",
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      "text": "importance of strategy: 23%",
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      "text": "Customer experience is by no means an overlay or add-on for any organisation, requiring deep and thorough planning from the ground up. Strategy is comfortably the most widely highlighted success factor for companies seeking to 'deliver a first-class customer experience'. This recognises that many project failures can be traced back to oversights or faults in the strategy that underpinned them, or a failure to communicate that strategy effectively. Strategy and culture - often seen as siblings - collectively make up the 'first choice' component for more than four in ten (41%) executives. An effective strategy is vital to define the organisation's objectives and how it will go about delivering and tracking them, while culture - which management guru Peter Drucker famously described as eating strategy for breakfast - is key to execution and implementation.",
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      "text": "Customer experience transformation offers up a highly complex set of challenges, with no single playbook that organisations can steadily work through. It requires businesses to address an array of moving parts - whether organisational, technical, cultural or other - while ensuring that day-to-day performance does not suffer. Naturally, many companies are still grappling with the changes required to achieve CX excellence. Yet, as they do so, customer expectations are constantly on the rise, moving the bar progressively upwards. In Figure 4, the broad range of responses shows how, even among CX professionals themselves, there are significant differences of opinion regarding the most important components of improvement, and - by implication - how best to go about meeting consumer expectations. Each of the seven featured areas of capability are included by at least 29% of executives in their top three choices, and no component is widely overlooked.",
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      "text": "A range of capabilities are necessary for CX success, including the right strategy, technology, experience design, culture and data. Almost a quarter (23%) of business professionals surveyed regard strategy as the most important component, with culture (18%) and experience design (17%) in second and third place respectively. Across the whole range of capabilities there is a significant shortfall between the proportion of companies who say they are doing them well and the proportion who believe these capabilities are important for success.",
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