The survey, sponsored by Panasonic, revealed that 79% of the 491 global senior executives surveyed said that improving customer experience was a “strategic priority”. Despite this, many companies said they were still struggling to create an omnichannel presence, and that the biggest obstacles to better customer service were organisational, not technical.

Few of the companies surveyed had created roles such as a chief customer officer to take charge of the customer journey. Less than one third tracked customer behaviour across channels.

36% considered silos within their organisation as the biggest issue, while 24% cited a lack of senior management vision.