Navigating the Complexities of Customer Experience: Challenges and Expert Solutions
Creating exceptional customer experiences (CX) has become more than just a strategic advantage—it is now the foundation for sustainable business growth. Customers expect quick problem resolution and authentic, human interactions, shaping new market realities.
CX professionals face a range of interconnected challenges: processing vast amounts of data and extracting actionable insights, delivering personalized service at scale, implementing smart automation, and creating a lasting “wow” effect. Companies that successfully adopt the right strategies build customer loyalty and achieve lasting business results.
In this article, we draw on insights and findings from the Customer Experience in Poland: Trends, Goals, and Key Investments 2024 report. By exploring expert perspectives and analyzing data, we present practical solutions that deliver real value for both customers and businesses.
2. Harnessing the Power of Big Data
One of the greatest challenges in the realm of customer experience lies in managing the vast amounts of data generated during customer interactions—whether online, in person, or through contact centers. Access to this data alone is not enough; its true value comes from effectively leveraging it.
To fully unlock the potential of customer data, businesses must analyze large data sets and extract actionable insights. For example, an e-commerce company collecting feedback after every purchase might struggle to identify significant trends among thousands of responses. In such cases, advanced analytical tools become indispensable, enabling CX professionals to detect patterns in customer sentiment and shopping behaviors, leading to continuous improvements in the customer experience.
Katarzyna Gawlik, Customer Data Privacy Director, Standard Chartered: Knowledge of customer data is essential for creating products and services that are precisely tailored to their needs. Such data not only inspires and refines processes but is also crucial for the logic behind delivering products, often relying on data processing and providing information to customers.
When communication is guided by data analysis, customer engagement and satisfaction naturally increase, fostering loyalty over time. According to the report, 48.31% of respondents strongly agree that effective data management enhances personalization and competitiveness. Moreover, 57.3% firmly believe that data-driven personalization is a key factor in boosting customer satisfaction and engagement.
Failing to leverage the potential of data can result in poorly targeted offers and, even worse, hinder the ability to effectively resolve customer issues. The solution is straightforward: investing in intelligent analytical tools that not only store information but also actively analyze it, transforming raw data into actionable insights that genuinely enhance the quality of customer experiences.
2. Lack of Long-Term CX Strategy
For many organizations, the absence of a long-term customer experience (CX) strategy is a significant challenge. Actions are often short-term and reactive, lacking a cohesive vision to support sustainable growth. This fragmented approach can undermine customer trust and satisfaction. According to the report, only 46.15% of surveyed organizations have a CX strategy, while an equal percentage do not, highlighting that CX management is not yet fully adopted across all sectors.
While CX management is still evolving, progress is evident: 33.96% of companies report having a CX strategy for 3 to 5 years, and an equal proportion have been implementing one for over five years, indicating a certain level of maturity in the field. On the other hand, 26.42% of companies introduced a CX strategy within the last 1–2 years, and 5.66% within the past year, showing that many organizations are still in the early stages and that this area holds significant growth potential.
Michał Serdakowski, Marketing Manager, Mercedes-Benz MB Motors: The entire sales strategy should be customer-oriented, not company-oriented. Processes must be tailored to meet the needs and expectations of customers. Achieving this goal is essential for business success.
For example, a company experiencing high seasonal traffic may see a decline in customer satisfaction—and ultimately revenue—if it lacks a long-term strategy to ensure consistent contact center support during peak periods. A robust, forward-thinking CX strategy can address this by accounting for all customer touchpoints and adapting to changing needs, building a foundation for sustainable growth and loyalty.
3. Implementing Automation Tools
According to the report, 65.63% of respondents identify artificial intelligence (AI) as a key element in the future of customer service. Companies recognize AI’s potential to drive automation, personalization, and improved efficiency in customer interactions. While automation can significantly boost productivity, its implementation must be carefully planned to maintain the human touch that customers value. Without a thoughtful strategy, AI risks alienating customers rather than enhancing their experience, underscoring the importance of balancing advanced technology with authentic interactions.
Anna Bochenek, Customer Care Manager, Coca-Cola HBC Poland: The role of humans in Customer Experience remains invaluable, despite the rapid growth of automation. Empathy is a key factor here—only a human can accurately interpret a customer’s emotions and tailor solutions to their unique needs. Moreover, direct human contact fosters the building of long-term relationships and trust, which is essential for addressing more complex challenges. While automation efficiently handles repetitive tasks, in situations requiring flexibility and deep understanding, the human touch remains irreplaceable.
Maintaining this balance is essential: automation is highly effective for handling routine tasks like order status updates or responding to frequently asked questions, while complex complaints are best addressed by experienced consultants.
An overwhelming 91.75% of respondents emphasize that response time is a critical component of managing the customer experience. Long wait times can lead to frustration and erode loyalty, making it vital for companies to adapt their support systems. Automation tools, such as chatbots and automated responses, enable immediate reactions to customer needs, significantly improving their experience and increasing the likelihood of retaining loyalty.
Piotr Wojtczak, Head of Customer Marketing, Intermarche: Generative artificial intelligence has reached a level of development that enables significant improvements across many organizational processes. Its use not only boosts operational efficiency but also allows for more personalized and precise solutions for customers. AI facilitates the automation of routine processes, freeing up resources for initiatives with greater strategic value. Without a doubt, AI enables a deeper understanding of customer needs and the ability to anticipate future expectations, which, for companies able to leverage this effectively, will result in a more tailored offering and increased customer loyalty.
For automation to deliver real benefits, companies must establish the right infrastructure, invest in training, and ensure robust data security. Neglecting these aspects can lead to inefficiencies and even undermine customer trust, highlighting the importance of a balanced and strategic approach to automation in customer experience management.
Explore the full version of the report:
Customer Experience in Poland: Trends, Goals, and Key Investments 2024
4. Resistance to Change
Managing change in the realm of customer experience (CX) can be challenging, particularly when employees—especially those in more traditional sectors—are hesitant to embrace new technologies or adapt to evolving strategies. It is crucial for leaders to effectively support their teams through these transitions, minimizing unnecessary tensions and fostering openness to change.
Adapting to new technologies, however, is only part of the challenge. Equally important is increasing employee engagement and aligning teams with a CX-focused strategy. Achieving this requires cultivating a culture that balances customer care with employee well-being. Notably, 32.94% of respondents strongly believe that organizations should employ dedicated professionals to oversee CX efforts. This highlights the importance of formalizing CX initiatives through roles centered on monitoring, analyzing, and optimizing customer interactions.
Justyna Jakubczak, CEO, CX House: Customer experience is, above all, knowledge of people—their behaviors, habits, emotions, needs, preferences, and decision-making processes. However, there is often a lack of integration between a human-centered approach and a business perspective. CX specialists frequently require additional competencies, such as project management, evaluating the ROI of CX initiatives, and effectively influencing stakeholders, including decision-makers, executives, and other departments. Persuasion skills and determination are essential for communicating across various levels of the organization, tailoring arguments to the needs of specific audiences. Some executives expect numerical data and estimates, others prefer detailed analysis and logical conclusions, while still others value creativity and impactful presentations.
Building a long-term CX strategy requires not only implementing modern technologies but also hiring leaders capable of driving cultural change and supporting the experiences of both employees and customers. In companies offering contact center services, employees often fear automation, worrying about job security. However, intelligent automation can actually enhance their work by allowing them to focus on more engaging tasks, such as providing personalized service.
Clear communication and ongoing education are critical in this process, helping to explain the purpose behind adopting new technologies and the benefits they bring to both the company and its employees. When leaders successfully involve their teams in executing the strategy, changes become easier to accept, and the organization is better equipped to adapt to new challenges.
5. Delivering the “Wow” Effect
In a world where customers expect excellence as the standard, creating a “wow” effect is becoming increasingly challenging. When nearly every company aims to exceed expectations, how can you stand out from the competition?
The report reveals that the “wow” effect often stems from small yet memorable interactions—be it a rapid response, a personalized offer, or a thoughtful gesture that fosters loyalty. An overwhelming 91.75% of respondents highlight that response time is critical in managing customer experience. Long wait times not only cause frustration but also negatively impact customer loyalty.
Bartosz Żachowski, Head of Loyalty & CRM, Decathlon: An increasing number of customers value the unique quality of human contact in customer service, which remains difficult to replace with AI. Often, it’s the simple gestures and kindness that build lasting relationships with a brand. Despite advanced AI developments, technology still cannot fully convey the empathy and understanding that are essential in customer service, especially in situations involving complaints.
To truly surprise and delight customers, it’s often necessary to step beyond rigid procedures and traditional approaches. Empowering employees with the freedom to respond creatively and personalize interactions fosters an environment where exceptional service becomes the norm. This is especially crucial in processes like returns and complaints, which offer unique opportunities to turn potentially negative experiences into positive ones.
A notable 45.36% of respondents somewhat agree, and 35.05% strongly agree, that surprising customers is becoming increasingly difficult. This is why a well-executed returns and complaints process can be a standout moment that leaves a lasting impression on the overall customer experience.
In many industries, there is strong support for the idea that the complaints process can deliver a “wow” factor. Sectors such as manufacturing, education, public services, tourism, hospitality, gastronomy, and healthcare particularly stand out, with 100% of respondents in these fields strongly agreeing with this statement.
Dr. Michał Lutostański, Head of Knowledge & Thought Leadership, KANTAR: The current investment focus is on managing the ‘end gap,’ the final stage in the customer journey, which is often overlooked but crucial to the overall experience.
Take Amazon’s hassle-free return policy as an example: it’s the speed, simplicity, and lack of complications that truly impress customers. A proactive approach, such as offering instant refunds for selected products, can transform a routine process into a “wow” moment.
Michał Serdakowski, Marketing Manager, Mercedes-Benz MB Motors: While customer service will increasingly be automated, a human touch remains essential. To achieve a ‘wow’ effect, there must be someone who not only presents the technology but also believes in its capabilities. Modern solutions reach their full potential when supported by knowledgeable people.
6. Inclusivity and Accessibility
Accessibility is no longer just a nice-to-have—it’s a critical component of delivering exceptional customer experiences. Brands that overlook the needs of individuals with disabilities or digitally excluded older generations risk alienating a significant portion of their audience. Accommodations for people with disabilities have become a key element of customer service, with 65.98% of respondents strongly agreeing that their inclusion is crucial. This underscores the growing awareness and necessity of adopting an inclusive approach in customer interactions.
Paweł Anyszewski Customer Advocate & CX Expert: Soon, companies will be required to adapt their products and services to meet the needs of individuals with disabilities. This presents a challenge, as many organizations believe they are open and empathetic toward this customer group, yet research shows a disconnect between perception and reality. Services should be provided to individuals with disabilities on the same terms and with the same level of quality as those offered to customers without health limitations.
CX teams should combine accessibility with modern convenience to ensure every customer feels well-served. For example, offering only phone support may not be sufficient for individuals with hearing impairments. Providing multiple channels, such as text chat or video support, along with accessibility features like screen readers or larger fonts, makes services more inclusive and ensures that no customer is left behind.
Generational Differences
The report reveals that older generations value personalized service, direct contact, and clear, trustworthy processes, whereas Millennials and Generation Z prioritize seamless digital experiences, instant assistance, and flexible shopping options like fast delivery and hassle-free returns.
Barbara Fital, CRM Senior Marketing Manager, Douglas: We are currently at a generational crossroads. Older generations still prefer less digitalized solutions and connect more to the offline market, while younger generations expect instant access, competitive pricing, fast delivery, and easy returns through modern digital solutions.
Understanding the varying levels of technological proficiency among different generations allows companies to better tailor their customer service and avoid excluding any group. Nearly 80% of respondents consider this a critical element of a successful CX strategy.
Employee Needs
High employee expectations and diverse experiences can make it challenging to implement uniform CX strategies. A balanced approach to accessibility benefits not only customers but also ensures that employees feel adequately equipped and supported. This creates a CX environment that is inclusive, effective, and empowering for everyone involved.
Paweł Anyszewski, Customer Advocate & CX Expert: The biggest challenges for employees today are generational shifts and demanding customers. Younger employees often struggle with phone conversations and require clear guidelines and instructions. When a customer interaction goes beyond the established script, younger staff members may find it difficult to handle. Companies frequently focus solely on customer needs, overlooking the importance of providing support and care for employees to ensure they feel confident and competent in their roles.
Summary
Customer experience is a rapidly evolving field where today’s solutions may not address tomorrow’s challenges. However, by focusing on key areas such as data overload, strategic gaps, thoughtful automation, change management, delivering positive impressions, and inclusivity, CX professionals can create long-term value for both customers and organizations. While the journey is not without its difficulties, the right approach can transform these challenges into opportunities for growth and innovation.
The article is based on data and expert insights presented in the report prepared by experts from Kozminski University on behalf of OEX SA, OEX Voice Contact Center, OEX Fulfilio, OEX Cursor, and Loyalty Point:
Customer Experience in Poland: Trends, Goals, and Key Investments 2024
Author: Patrycja Hala-Saçan, Senior Content Marketing Specialist, OEX VCC.