Companies Lack Customer Experience Competencies

In a recent research report, we introduced the Four Core Customer Experience Competencies:

  • Compelling Brand Values
  • Purposeful Leadership
  • Employee Engagement
  • Customer Connectedness

To help companies identify their strengths and weaknesses across these components, we created a 20 question assessment for this competency model. In recent research report The Current State Of Customer Experience, we examined data from 144 large North American firms that completed the assessment. Here’s some of what we found:

Companies have a long way to go to master all four competencies. They performed the poorest in Compelling Brand Values, where 61% of firms ended up with “poor” or “very poor” ratings. Only 44% of companies ended up with “very good” or “okay” ratings in the highest performing area, Purposeful Leadership.

The results from that assessment also showed that only 3% of these companies are what we call “Customer-Centric Organizations.” That leaves a lot of room for improvement for a lot of companies.

Where is your company on its customer experience journey? Download our competency assessment and use the results to gauge your strengths and weaknesses and as a topic to discuss with your peers.

The bottom line: Companies need to build customer experience competencies.

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 “Companies Lack Customer Experience Competencies”

  1. Not surprising that companies perform poorest in “compelling brand values.” In the pure ether of advertising (logos, slogans, TV ads, landing pages), brand integrity is easy to maintain. But in an operational setting, when the brand needs to be expressed in tangible form–things like human kindness, empathy, going the extra mile, commitment to service, etc–walking the branding walk can be one of the toughest things to do. I think some of these well-heeled branding czars should put in a couple of shifts in the pressure cooker of a call-center or a returns counter and see how hard it is to keep one’s branding resolve up when one is dealing with stress, anger, disappointment, insults, and/or low pay.

  2. I agree with you Michael, meaningful brand values are more than just words, they are both the words and the actions. I think Tempkin’s stats reflect the business community at large. I empathize with both the customer and those providing services, the lack of trust and integrity in today’s world lends itself to this double edged sword. Customer experience shaped values is an essential element to any corporate environment. Companies do need to build their customer competencies. Values driven actions and words breed respect and loyalty from your employees and customers. This was the topic of my post today What Are Your Corporate Beliefs? http://dawnamaclean.com/2010/07/26/what-are-your-corporate-beliefs/

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