Report: The State Of Customer Experience Management, 2011
May 17, 2011 4 Comments
We just published a new Temkin Group report, The State Of Customer Experience Management, 2011.
Do you want to know what large companies are doing in customer experience management and how things have changed since last year? Then this report is for you.
Here’s the executive summary:
Temkin Group surveyed more than 200 large companies about their customer experience efforts. While 7% of respondents think that their company is a customer experience leader today, 61% want to be their industry leader within three years. More than half of these companies have an executive in charge of their customer experience activities. A big component of those efforts include voice of the (VoC) programs that overwhelmingly deliver positive business results. We also asked companies to complete Temkin Group’s customer experience competency assessment. Only 3% of firms have reached the highest level of maturity. But there’s good news. Over the last year, companies have improved in all four areas of customer experience competencies: Purposeful Leadership, Compelling Brand Values, Employee Engagement, and Customer Connectedness.
While the overall analysis looked at large companies around the world, we also did another analysis comparing results from last year for large North American companies. Here’s one of the figures that show how large US companies have improved their customer experience competencies over the last year:
Here are some additional findings in this report which is loaded with data contained in 20 figures:
- Almost six out of ten companies have a senior executive in charge of their customer experience efforts
- Thirty-percent of the companies have 20 or more full-time employees in their customer experience organization
- Nearly two-thirds of companies highlighted “other competing priorities” as a key issue
- Eighty-four percent of companies have already seen positive business results from voice of the customer efforts
- Nearly half of the respondents already use Net Promoter Score (NPS)
- Only 3% of companies reached the highest level of customer experience maturity, which we call a Customer-Centric Organization
- Only 17% of respondents believe that their executives regularly support decisions to trade off short-term financial results for longer-term customer loyalty
- Customer experience leaders have more senior executives running the show, more centralized activities, and more formalized voice of the customer programs
- We looked at the scores from Temkin Group’s competency assessment. The percentage of companies that received at least a “moderate” rating rose from 22% on 2010 to 30% in 2011
The bottom line: Customer experience management has become a real discipline.