The Current State Of Customer Experience
June 21, 2010 10 Comments
We just published a new Temkin Group Insight Report, The Current State Of Customer Experience. This report, which is based on a survey of 140+ large North American companies, provides insights into the progress that companies are making on their customer experience journeys.
It looks at topics like the adoption of voice of the customer (VoC) programs and Net Promoter Scores, the use of social media activities, and the goals, obstacles, and ambitions for customer experience. Here’s the executive summary:
Using the Temkin Group customer experience competency model, we found that only 3% of firms were “Customer-Centric Organizations” while 33% of firms were “Customer-Oblivious Organizations.” While companies rated highest in the area of Purposeful Leadership, only 16% received “very good” ratings in that competency area. This data highlights that companies are still in very early stages of customer experience maturity. We expect the results to improve over time; as 65% of respondents want to be customer experience leaders within three years.
The report has 20 figures; with lots of data. Here are some interesting factoids:
- Only 16% think they always or almost always delight customers getting customer service online.
- 95% want to improve profitability, but only 43% want to improve the work environment for employees.
- 37% have had a customer experience leader for at least 12 months
- 71% identified “other competing priorities” as a significant obstacle to their customer experience efforts; the most commonly selected of the 11 obstacles we asked about.
- 57% have a formalized voice of the customer (VoC) program
- 45% that have a formalized VoC program tie compensation to customer feedback scores; one of the 15 VoC activities we asked about.
- 32% have been using Net Promoter Score (NPS) for at least 12 months; 19% are not familiar with NPS
- 31% analyze conversations in social media sites like Facebook and Twitter; the most commonly used of 11 social media activities we asked about.
- The customer experience competency assessment showed a wide range of results across the 20 questions:
- Highest scoring: Senior executives regularly communicate that customer experience is one of the company’s key strategies
- Lowest scoring: Marketing does as much brand marketing inside the company as it does outside the company
In addition to the data insights, the report has a number of self-assessment tools that you can use to compare your efforts to the 140+ respondents:
- In the Temkin Group Insight Report, The Four Customer Experience Core Competencies (free download), we introduced an assessment tool for our competency model. This report allows you to compare your results with 140+ other companies.
- A tool for gauging your voice of the customer (VoC) activities
- A tool for gauging your social media activities
The bottom line: Customer experience management is still immature