On Tuesday, Frazer Tremble had the pleasure of hosting 20 senior customer experience (CX) leaders from industries including local government, retail, utilities, and financial services. The event, held at FT Headquarters, was led by Gabrielle Baird, Recruitment Consultant for Customer Experience, Digital & Design, alongside Managing Director, Laura Frazer.
The discussion was driven by insights from the 2024/25 Transformation, Tech & CX Report, released by Frazer Tremble Group late last year. One of the standout findings was that 56% of organisations are now implementing Customer Journey Mapping, reinforcing its critical role in creating seamless and connected customer experiences.
Why Customer Journey Mapping Matters
Customer Journey Mapping is becoming an essential tool for organisations looking to:
✔ Pinpoint friction points and enhance interactions across all touchpoints
✔ Gain a holistic understanding of customer behaviour from first engagement to long-term loyalty
✔ Refine CX strategies based on real-world insights rather than assumptions
Despite its increasing adoption, the growing focus on journey mapping suggests that many organisations are still striving to fully understand their customers. This insight set the stage for deeper discussions on the biggest CX challenges and opportunities businesses are facing today.
The Biggest CX Challenges Facing Organisations
The 2024/25 Transformation, Tech & CX Report identified several key challenges organisations are navigating:
1️⃣ Technology Limitations – Many businesses still operate on outdated systems that struggle to meet modern CX demands. Upgrading and integrating technology remains a significant challenge.
2️⃣ Online & Offline Integration – Customers expect a seamless experience whether they engage online, in-store, or via customer service. Businesses that fail to bridge this gap risk losing customer trust and loyalty.
3️⃣ Employee Training & Readiness – Investing in technology alone isn’t enough. Without the right skills and knowledge, even the best tools won’t deliver results. Upskilling employees is just as crucial as implementing new systems.
4️⃣ Data Fragmentation – Many organisations struggle with disconnected data sources, making it difficult to gain a 360-degree view of the customer. This results in inconsistent experiences and missed opportunities for personalisation.
A key takeaway from the event was that a seamless customer experience is no longer optional—it’s an expectation. Delivering this requires a strong data strategy, the right technology, and well-trained teams.
Industry-Specific Insights from CX Leaders
CX leaders at the event shared their industry-specific challenges and innovative strategies to enhance customer experience:
🔹 Utilities – Organisations are still grappling with legacy systems, leading to data integrity issues. The focus is on building more cohesive data strategies to improve customer interactions.
🔹 Local Government – Councils are embedding a CX-first culture, ensuring that customer experience is a core focus across all departments.
🔹 Retail – AI-driven technology is being used to scan stores in real time, providing insights on customer interactions with store layouts to optimise shopping experiences. Additionally, retailers are refining CX-driven logistics strategies to enhance last-mile delivery.
🔹 Banking – While digital banking is on the rise, many banks recognise that customers still value face-to-face interactions. The challenge is balancing online convenience with personalised in-branch experiences.
🔹 Superannuation – A major focus is on enhancing the ‘member experience’, particularly for individuals approaching retirement. Many funds are working on guiding members through their retirement journey with better support and engagement strategies.
🔹 Sports & Entertainment – Organisations are investing in seamless omnichannel experiences, ensuring that customers have a frictionless journey from purchasing tickets online to attending live events.
🔹 Media & Entertainment – Companies are leveraging data to predict audience demand for TV shows and content, allowing for more effective content packaging and distribution strategies.
Looking Ahead: The Future of CX
The event reinforced that CX is evolving rapidly, and organisations must be proactive in adapting to new challenges and opportunities. Businesses that successfully integrate technology, data, and employee training into their CX strategies will be best positioned to drive long-term customer loyalty and business success.
Frazer Tremble is committed to supporting organisations on their CX transformation journeys. For more insights, click here to download a copy of the CX & Transformation Insights Guide for 2025.
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