European Firms Focus More On Culture And Brand

In the recent Temkin Group report Customer Experience Accelerates In 2011, we examined the 2011 customer experience plans of large companies ($1 billion+). I decided to compare some of the data across North American and Westen European companies for for a slightly larger group of companies ($500 million+).

The data sample for the EU companies (52) is not large, so the data is indicative albeit not necessarily statistically significant.

In this post, let’s look at the areas of focus for customer experience in 2011…

A whopping 92% of European firms plan to increase their efforts in building a customer-centric culture in 2011. EU firms also plan to be considerably more aggressive than NA firms in building an internal understanding of their brands.

North American firms, on the other hand, have more aggressive plans to work on their measurements and metrics.

The bottom line: There’s a lot more going on in customer experience this year

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:

2 thoughts on “European Firms Focus More On Culture And Brand”

  1. Hello Bruce,
    your data sounds very surprising to me.
    You wrote : “A whopping 92% of European firms plan to increase their efforts in building a customer-centric culture in 2011”.
    I hope you’d be true but honestly my research shows the contrary. You’ve perhaps focused on some exemplary companies but I do think most European companies (with the exception of UK firms perhaps) have no service culture rooted in their DNA. See my latest posts on my blog (

    A few examples :

    All the best,


    1. Pierre: I didn’t say that the European companies were customer-centric. I said that 92% of European respondents said that they were going to focus on customer-centric culture more in 2011 than they did in 2010. But you got me thinking. I’ve had a number of companies take my assessment of customer-centric culture. If I have enough European responses then I might be able to comment on the actual state of customer-centricity in Europe.

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