Tech Vendors: Good CX Correlates to Referenceable B2B Clients

In our Q3 2017 tech vendor study, we asked 800 IT decision makers in large North American companies if they would be willing to be references for the vendors that they use. As you can see in the chart below, Apple leads the pack with 48% of its clients saying that they’d act as a reference. At the other end of the spectrum, only 11% of Alcatel-Lucent clients would be willing to be a reference.

We also looked at the connection between referenceability and the Temkin Experience Ratings (TxR) for Tech Vendors. Take a look at the second chart, where you can see that:

  • There’s a high correlation (R=0.65) between customer experience (TxR) and referenceability.
  • Two vendors are outliers in terms of having a higher level of referenceability than their TxR would suggest: Capgemini (+19 %-points) and Apple (+16 %-points).
  • Two vendors are outliers in terms of having a lower level of referenceability than their TxR would suggest: Hitachi (-14 %-points) and Alcatel-Lucent (-13 %-points).

Level of client referenceability for tech vendorsLevel of client references versus customer experience for tech vendors

Methodology notes:

  • We only included tech vendors that had at least 40 client responses.
  • After having IT decision makers select the tech vendors they use, we asked them this question: For which of the following vendors would you be willing to act as a reference, and speak with their prospective clients?

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.

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