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  "documentTitle": "Bridging Customer Experience Gap",
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  "notes": "Includes a quote from Adrienne Gormley of Dropbox.",
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      "text": "worryingly, only 17% of business respondents strongly agree with the premise that their entire organisation is united around overall customer experience goals.",
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      "text": "The right kind of culture underpins success when it comes to being able to deliver on customer experience. Different departments need to be united around the same customer-centric objectives if brands are to succeed. However, worryingly, only 17% of business respondents strongly agree with the premise that their entire organisation is united around overall customer experience goals. In an age when there is so much talk of automation and AI, the human touch is also crucial.",
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      "text": "Customer requirements are multi-layered, and constantly shifting, so CX success relies heavily on agility, collaboration and willingness to change. \"A block we often come up against is that there are a lot of people who think they know what a customer wants and will design it to suit a certain use case\", says Adrienne Gormley, Vice President of Global Customer Experience at Dropbox. \"But you find in the real world that users will find many other use cases for it. It's critical to understand how those use cases are impacting customer experience.\"",
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      "text": "Becoming a customer-focused organisation can often require significant cultural adaptation, especially for larger incumbent brands that can be set in their ways and preoccupied with defending their turf. Just as with outdated technology, processes and management thinking, legacy culture can be a major barrier to progress in customer experience programmes. Putting the customer first does not always chime with the onus on economies of scale that can dominate within many larger and more established companies.",
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      "text": "To be truly customer-focused, the whole business must understand and buy into CX goals. However, for many organisations, there is a lack of consensus across departments with objectives behind decision-making remaining blurred. Very few respondents to our survey (17%) strongly agree with the premise that their 'entire organisation is united around overall customer experience goals' (Figure 8).\n\nOften, this cross-department disunity boils down to the lack of a cohesive strategy and culture - rather than more practical divisions such as technology or structural divides. As such, it is imperative for those leading CX efforts to make the benefits of customer experience come alive for the rest of the organisation, and to convey them in terms that various stakeholders will understand.",
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      "text": "A block we often come up against is that there are a lot of people who think they know what a customer wants and will design it to suit a certain use case, but you find in the real world that users will find many other use cases for it. It's critical to understand how those use cases are impacting customer experience. — Adrienne Gormley, Vice President of Global Customer Experience at Dropbox.",
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