Obstacles To Customer Experience Success

I just published a report called “Obstacles To Customer Experience Success, 2008” that examines survey responses from 287 customer experience decision-makers at large US firms. We asked some of the same questions that we asked last year. One key finding is that customer experience is even more important this year:

In the previous survey, 38% of respondents felt that customer experience was critical for 2007. In this year’s survey that number grows to 64%; a total of 91% of respondents feel that customer experience will be either critical or very important in 2008.

Here are some other highlights from the research:

  • While only 45% of respondents report having a senior executive in charge of customer experience across products and channels, this represents a significant jump from the 27% that was reported last year.
  • Only 12% of respondents report that their companies have a very disciplined approach to customer experience management, and more than 40% have an undisciplined approach.
  • When it came to obstacles, firms with a disciplined approach to customer experience most often pointed to “lack of cooperation across organizations” while firms without a disciplined approach pointed to “lack of a clear customer experience strategy.”
  • We also compared responses between large (>$1 billion) and smaller ($100 million to $1 billion) companies. One highlight: 50% of larger firms use a single set of feedback scores (e.g., satisfaction or Net Promoter) across the company compared with only 43% of smaller firms.

The bottom line: While firms recognize that customer experience is increasingly important, their efforts do not match this realization. That’s why companies should make 2008 the year of customer experience discipline. 

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

One Response to Obstacles To Customer Experience Success

  1. Pingback: Obstacles To Customer Experience Success, 2009 « Customer Experience Matters

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: