A recent survey conducted by management consulting firm North Highland found that 48 percent of organizations cite a lack of consistency across brand and locations as the number one pain point in delivering a great customer experience. The full report, "Optimizing Your Customer Experience-Focused Organization: An Actionable Guide," reveals the paradigm shift in what customers expect from brands and how organizations can engage with their customers through a holistic understanding of relationships, journeys and interactions.

The global study of more than 160 executives also revealed that 80 percent of leaders surveyed feel they are not getting the value out of the customer data they have already captured. Additionally, B2B and B2C organizations are challenged with translating the data into steps to take to create the real experience customers are after.

"It's evident that customers now value their experience as much as cost and quality. However, companies are struggling to convert their customer needs into experiences that drive brand loyalty and company growth," says North Highland Customer Experience Lead, Alex Bombeck.

The report provides actionable insights to address customer experience through the lens of three critical building blocks:

• Prioritize CX in the boardroom and the break room

• Focus on the moments and processes that matter

• Measure and modify what matters