According to CCF online, obtaining customer loyalty through quality experience is high on the corporate agenda, yet companies still fail to understand customer expectations, according to new research.

Although the study indicates that 80 per cent of the executives strongly agree that customer strategies are more important to companies’ success than ever before, firms fail to design and deliver those strategies and, as such, lose customer commitment and loyalty.

According to the study:

• Only 43.9 per cent (up from 40.0% in 2006) believed that their companies deserve their customers’ loyalty.

• 34.8 per cent indicated that their company has a dedicated customer experience management role.

• Just 27.2 per cent of the respondents said that the definition of the customer experience is well-defined and communicated in their companies.