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. 

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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