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  "documentTitle": "Bridging Customer Experience Gap",
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      "text": "Marketers attach significantly higher importance to users' ability to achieve what they need to do quickly than customers themselves (15% vs. 10%).",
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      "text": "As can be seen in Figure 15, though 26% of companies do claim to have achieved excellence in this area, more than a third (35%) regard themselves as, at best, only 'okay'. This result points to the potential of automated customer support bots to improve responsiveness to online queries, but also gives food for thought about ensuring these deployments are implemented with care, and are in line with customer requirements, rather than just targeted at creating cost savings.\n\nWhile it is difficult to eliminate enquiries completely, and for some businesses this channel serves as a cross- or up-selling opportunity, companies should also consider how they can reduce online enquiries by ensuring that the right information is provided clearly.\n\nOther areas where marketers are under-indexing on importance include ensuring information on the website - such as product availability and pricing - is up-to-date (5% vs. 9%), and that online experiences are optimised for smartphones (8% vs. 10%). Online information focused on location is also more highly rated by users than marketers (9% vs. 4%).",
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      "text": "Marketers attach significantly higher importance to users' ability to achieve what they need to do quickly than customers themselves (15% vs. 10%). The figures suggest that the narrative of permanently time-pressured customers has been overplayed, though this is of course still important.\n\nThe importance percentage for marketers is equally high for the 'online experience reflecting other dealings with the business' (15%), though consumers also give this attribute above-average importance (11%). The research suggests that marketers have been focusing heavily on a more multichannel or omnichannel approach to business, perhaps compensating for the kind of lack of co-ordination between touchpoints that has been called out by consumers in the past. It is likely the case that many consumers now take a joined-up approach for granted, giving companies even less leeway for getting this wrong.",
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