As I’ve discussed many times on this blog, customers experience interactions across three dimensions, Success, Effort, and Emotion. So how effective are companies at proactively designing for those elements? Not very.
In our latest CX management study, we surveyed 252 companies with at least $100 million in annual revenues and asked them about their experience design effectiveness. As you can see in the graphic below:
- Only about one in 10 companies is very good at proactively designing for any aspect of customer experience.
- More companies are good at designing for success (completion on interactions) than effort or emotion, but less than half of companies consider themselves good in this area.
- Emotion is the weakest link, as only about one-third of companies think they are good at proactive emotional design.
If companies don’t improve their experience design skills, then their customer experience will never be better than inconsistent. And the biggest problem is emotion, which happens to drive the most loyalty.
If you want to fix this problem, we’ve got some help. Keep an eye on this blog for a new Temkin Group report on emotional experience design, which we’ll be publishing in a couple of weeks.
The bottom line: Join the Intensity Emotion Movement!