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  "documentTitle": "Bridging Customer Experience Gap",
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      "text": "This anecdote is a reminder of the ongoing importance of the human touch for many businesses seeking to improve customer experience and perception of their brands.",
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      "text": "marketer agreement: 73%",
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      "text": "Another important capability for businesses is being able to feed information back into the business. Many companies struggling with customer experience find their 'voice of the customer' activities have either happened in isolation, or the results don't make sense to the rest of the organisation. \"We have a really well-developed NPS suite of metrics to check we're meeting expectations. Our customer metrics are reported all the way up to the board every month and it makes up part of everyone's bonus, so it's everyone's problem,\" says Evans.",
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      "text": "This anecdote is a reminder of the ongoing importance of the human touch for many businesses seeking to improve customer experience and perception of their brands. While automation and personalisation at scale will be integral to success for many as AI and machine learning move higher up the business agenda, stories like this underscore the importance of a human face for many brands in a world where many people will remain distrustful of purely automated interactions without any human-to-human contact.",
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      "text": "As an example, Evans relates that the employee managing the social feed one day noted a customer's complaint that their stolen TV had yet to be replaced and they wouldn't be able to watch the boxing that evening with their friends. Noting they lived nearby, the social media manager got in their car, picked up their own TV and loaned it to the boxing fan for the night. \"That wasn't in the manual,\" he adds.",
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      "text": "\"We have listening posts at various stages,\" says Dropbox's Gormley. \"Is the support team coming back time and again with customers tripping up at the same point, or is there lots of traffic on community posts? It's important that this all feeds back into product and design.\" She also emphasises the need for focus: \"What is the customer trying to do? The most important thing is making that easy. And making sure it delivers what they expect it to do.\"",
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      "text": "“We have listening posts at various stages,” says Dropbox's Gormley. “Is the support team coming back time and again with customers tripping up at the same point, or is there lots of traffic on community posts? It's important that this all feeds back into product and design.”",
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      "text": "73% of marketers agree that CX is seen as 'integral to commercial success' within their organisation.",
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