Oodles Of Customer Experience Research

December is shaping up to be an extremely busy month on my research agenda. So I thought I’d share some of the things that I’m working on:

  • The 2010 Customer Experience Index (CxPi). I’m currently analyzing the data and writing the report which will rank 100+ large US companies across 14 industries. As you may recall, the previous ranking was the 2008 CxPi. We’ve decided to move the publication of this report from the end of this year to beginning of 2010. So we’ll now be publishing the rankings in January. Shortly afterwards, I’ll be publishing detailed snapshots of the results in all 14 industries — starting with banking and retail.
  • Channel Experiences That Satisfy Consumers. I’ll be looking at how consumers rate the same 100+ companies across a number of channels experiences: Web, phone, and in-person. The analysis will highlight the good, the bad, and the ugly across industries and companies.. This will lead to a report in early 2010. Here’s a link to last year’s version of this report.
  • Lifecycle Experiences That Satisfy Consumers. I’ll be looking at how consumers rate industries and companies across a number of customer-centric experiences: Researching a product/service, buying a product/service, using a product/service, and getting customer service. This will lead to a report in early 2010.
  • Best Practices In Mapping The Customer Journey. I’m working with a researcher on the team, Andrew McInnes, to identify the best practices in an important process: Mapping the key touchpoints with customers. This will lead to a report in early 2010.
  • Voice Of The Customer Vendors. I’ve been talking with many of the vendors that enable voice of the customer programs. Since this is a critical area for customer experience, I’ll be looking to write a lot more about this space in 2010.
  • The State Of Customer Experience, 2010. We’re currently fielding our Q4 survey with large companies to understand how they’re progressing with their customer experience efforts. I plan to use the results of this survey to write another annual report about the state of customer experience in early 2010. Here’s a link to the survey and here’s a link to last year’s version of the report.
  • Customer Experience Executive Interviews. Over the next month or so, I’ll be talking with customer experience leaders from about 20 large companies to get a sense of their plans for 2010. The information from these interviews will help define our 2010 research agenda for 2010. I’m also likely to write about some of my key findings.

What do you think should be on my 2010 research agenda?

The bottom line: There’s still a lot to learn about customer experience.

Written by 

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 leading-edge XM 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.

3 thoughts on “Oodles Of Customer Experience Research”

  1. How about looking at how social networking platforms are rapidly becoming communication channels that customers use to discuss brands/products/services. Companies would be remiss not to begin to listen to the ongoing “conversations” in these mediums and begin to take control of these “conversations” that are already occurring on these platforms. Seems like a paradigm shift from ‘marketing campaigns’ to more targeted ‘marketing conversations.’

  2. I am about to start a jouney. Last year, aftre 9 years in sales at Brainshark, joined marketing and started a Customer Commnuity effort. In 2010, this is being enhanced with a larger team into Customer Experience. What I find frustrating in all of the literature is that mostr of the case studies focus on the large brands. There must be Customer Experience happening at SMB size companies particulary SAAS. Would love to see some of the research into those companies. I also see way too much emphasis on social media. Yes, it is a freight train, but lets not forget other types of activities that get customers together with each other…regional lunches/meetings, webinars, user groups. In the B-B world is developing customer loyalty is different than in the B-C environment?

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