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 a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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