As I mentioned when we released the 2015 Temkin Experience Ratings, this is the fifth year of our large-scale customer experience (CX) benchmark. If you downloaded the free report (and why wouldn’t you?), then you would have seen some data and graphics on how the industry ratings have changed over those five years. Here’s one of the key graphics…
Computers is the only sector that has increased every year, while banks, credit cards, supermarkets have not had any declines. The results over the past year, however, showed a disappointing shift in direction; 10 of the 19 industries declined. It’s the first year that a majority of industries declined, with the largest previous number being four industries that dropped last year.
What’s going on here?
One explanation is that companies are getting worse at CX. Given the amount of effort that companies are putting into improving CX, this does not seem like a likely situation. I could buy an argument that they aren’t getting better, but there’s no reason to believe that they are getting worse.
A second explanation is that consumer expectations are rising at a pace that is faster than the speed at which companies are improving their CX. This makes sense to me. A few companies that are really, really good at CX establish a baseline of expectations for consumers across all of their interactions.
Keeping up with your mediocre peers may no longer be a viable strategy. As consumer discontent rises, there will be more opportunities for your competitors (or entirely new competition) to radically improve their CX and steal your customers.
The bottom line: CX isn’t keeping up with customer expectations.