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  "documentTitle": "Bridging Customer Experience Gap",
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      "text": "The gap between marketers' ambitions and the reality of experiences they're currently able to deliver to their customers is very apparent.",
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      "text": "4 | Bridging the Customer Experience Gap",
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      "text": "Marketers are hindered by a significant inability to deliver across essential organisational CX components such as data, technology, experience design, processes and organisational structure. There is also a substantial gulf between the percentage of business respondents rating their companies as 'excellent' for these different areas, and the proportion of respondents regarding them as 'important'.",
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      "text": "To be genuinely customer-focused, the whole business must understand and buy into CX goals. While nearly three-quarters (73%) of marketers agree that CX is seen as 'integral to commercial success' within their organisation, only around half (52%) agree they 'collaborate effectively across the organisation to deliver a joined-up customer experience'.",
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      "text": "The survey identified that there is a highly significant gap between how businesses believe they perform and how they deliver against customer needs. Our Net Promoter Scores (NPS) - derived from consumers' likelihood to recommend a company based on the overall customer experience they received - ranged from 36 for high-street retailers to -7 for utility companies. While Net Promoter Scores in positive territory are generally regarded as acceptable, all the industries covered have a long way to go before they reach a score of 50+ which is typically regarded as the benchmark for excellence.",
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      "text": "For many organisations, there is also a lack of consensus across departments, with objectives behind decision-making lacking in transparency. Very few business respondents (17%) strongly agree that their 'entire organisation is united around overall customer experience goals'. Often, 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.",
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      "text": "The gap between marketers' ambitions and the reality of experiences they're currently able to deliver to their customers is very apparent. The majority of marketers surveyed for this report acknowledge that there is a great deal of room for improvement, with only 15% of respondents scoring their company 9 or 10 out of 10 for the online experience, and around a fifth (19%) giving one of the top two scores for the overall customer experience across all interactions with the brand.",
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      "text": "2. The capabilities gap",
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