Customer Experience Thrives With Executive Leadership April 29, 2008
Posted by Bruce Temkin in Chief customer officer, Customer experience, Executive leadership, Experience-Based Differentiation.trackback
In a recent research report called Customer Experience Thrives With Executive Leadership, I examined data from 287 large US firms in our customer experience panel. Almost half (45%) had an executive in charge of customer experience across products and channels; a role that I refer to as a chief customer/experience officer (CC/EO). Here’s a summary of what I found when comparing responses from the firms with a CC/EO to those without one:
Firms with these leaders view customer experience as more important, have more enterprisewide customer experience efforts, report having fewer obstacles, do more primary customer research, and score better in all three areas of Experience-Based Differentiation.
When it came to the Experience-Based Differentiation (EBD) self-test, here’s how many firms ended up with a rating of either “excellent” or “good” for each of the three principles of EBD:
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Obsess about customer needs, not product features
With CC/EO: 39%
Without CC/EO: 24% -
Reinforce brands with every interaction, not just communications
With CC/EO: 46%
Without CC/EO: 30% -
Treat customer experience as a competence, not a function
With CC/EO: 42%
Without CC/EO: 24%
The bottom line: A CC/EO can help turn customer experience into a competency.
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