Data On Customer Experience In Western Europe

In the recent Temkin Group insight report The Current State Of Customer Experience, we analyzed data from more than 140 large North American companies. As part of that survey, we also collected data from 28 large Western European companies. While the data from that small number of companies may not be statistically valid for profiling the entire region, it does provide some insights into the state of customer experience in W. Europe.

Here are some of the highlights with comparisons to the North American data

  • 18 of 28 have goals to be the best in their industry at delivering customer experience within three years. That data equates to:
    • 64% in W. Europe compared with 65% in North America
  • 1 of 25 always or almost alway delights customers who are getting customer service online. That data equates to:
    • 4% in W. Europe compared with 16% in North America
  • 17 of 25 have a senior executive in charge of customer experience across the company. That data equates to:
    • 68% in W. Europe compared with 62% in North America
  • 16 of 25 have a formalized voice of the customer program. That data equates to:
    • 64% in W. Europe compared with 57% in North America
  • 17 of 24 use Net Promoter Scores. That data equates to:
    • 71% in W. Europe compared with 45% in North America

The largest differences: European companies are less enamored with how they treat customers online and are more frequently using Net Promoter Scores.

The bottom line: Customer experience is a global concern

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 (, 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:

One thought on “Data On Customer Experience In Western Europe”

  1. Completely agreed with respect to your point about how Western European companies (fail to) delight customers online. I remember seeing some research a year or so ago that identified French companies as notable laggards in that department. E-support is definitely something that Western European companies need to step up and be better at.

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