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'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.

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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