2014 Customer Experience Data Survey Facts & Analysis

Transcription

1 2014 Customer Experience Data Survey Facts & Analysis 2014 Consero Group LLC. Reproduction Prohibited.

2 INTRODUCTION 2014 Customer Experience Data Survey In the modern era, the effective use of social media and other Internetbased resources is key to obtaining and retaining consumers. Creating a positive customer experience can be challenging, and Customer Experience executives are keenly aware of the difficulties presented by a demanding customer base with growing access to new methods of communication. Fortunately, companies increasingly seem to recognize the value of positive customer experience and the importance of giving their Chief Customer Experience Officers enough resources to serve their customers well. Survey Structure And Methodology This survey was developed in connection with an invitation-only event hosted by Consero Group in March 2014 for Customer Experience executives from Fortune 1000 companies. While the survey was limited to 51 participants, the answers provide valuable insight into the perspective and concerns of this group of senior corporate executives Consero Group LLC. Reproduction Prohibited.

3 BUDGET & RESOURCES Sixty-one percent of Chief Customer Experience Officers feel they do not have sufficient resources to manage their departments effectively. The demands on Customer Experience departments appear to be developing faster than companies can accommodate them. The majority of respondents reported that their departmental budget has increased over the last year. This is a positive change and indicates that businesses are attempting to handle the growing burdens placed upon customer experience executives. However, many (61%) of the respondents also felt that they do not have sufficient resources to manage their departments effectively in this environment of increasing demands. Figure 1: How Has Your Departmental Budget Changed Over The Last 12 Months? Increased 68% Figure 3: Do You Have Sufficient Resources To Manage Your Department Effectively? Decreased 16% No Change 16% Yes 39% Figure 2: How Has Your Staff Size Changed Over The Last 12 Months? Increased 65% Decreased 10% No 61% No Change 25% Consero Group LLC. Reproduction Prohibited.

4 CUSTOMER EXPERIENCE STRATEGY More than half (65%) of executives surveyed have found journey mapping to be a useful tool in improving their customer experience. Chief Customer Experience Officers must enlist the help of middle management to promote a strong customer-centric culture within their organizations. While 65% of executives surveyed reported their middle management to be engaged with the corporate CX strategy, there remains some ground to cover to ensure organizational customer experience remains consistent on all fronts. Among the strategic tools currently used by Customer Experience Officers are gamification, journey mapping, and big data. Gamification is currently not a particularly popular tool, as only 24% acknowledge incorporating it into their CX approach. However, given feedback on this strategy during Consero s recent customer experience event, it seems likely to draw more adopters over the coming year. Journey mapping is a more popular tool, used by 71% of the executives. With regard to using big data to support and improve their CX strategy, the Customer Experience officers were split, with 54% reporting they do not use big data and 46% reporting they do. Figure 4: Is Your Middle Management Engaged In Your CX Strategy? Yes 65% No 35% Figure 5: Is Gamification A Part Of Your Long-Term CX Strategy? Yes 24% No 76% Consero Group LLC. Reproduction Prohibited.

5 CUSTOMER EXPERIENCE STRATEGY Figure 6: Have You Found Journey Mapping To Be A Useful Tool In Improving Your Customer Experience? 65% Yes 6% No 29% I Do Not Use Journey Mapping Figure 7: Have You Used Big Data To Improve Your Customer Experience Strategy? 46% Yes 54% No Consero Group LLC. Reproduction Prohibited.

6 CUSTOMER EXPERIENCE OPERATIONS An overwhelming majority (84%) of Chief Customer Experience Officers do not have an accurate means to measure the ROI of their social media policies. Customer Experience Officers are tasked with maintaining customer loyalty and engagement in an increasingly tech-savvy consumer world. To succeed in their goals, CX executives must implement a variety of techniques and continue to engage customers through multiple touch points. Fortunately, 82% of these corporate leaders are able to capture the Voice of the Customer, a valuable component in the process of engaging with consumers. Only 62% of Customer Experience executives surveyed have cross-channel integration in place, a strategy that more departments may want to explore to ensure consistent messaging to consumers across different mediums. The same amount (62%) of executives use Net Promoter Score (NPS) as a tool to measure customer loyalty. Alternative tools to measure customer loyalty include the Operational Service Measure, Use Advocacy, and Overall Satisfaction (OSAT), among others. One area for concern is in the ability of the CX departments to measure the ROI of their social media policies. A majority (84%) of those surveyed do not have the means to do so, which could limit their ability to leverage social media optimally. Figure 8: Do You Have A Cross-Channel Integration Program In Place? Yes 62% No 38% Consero Group LLC. Reproduction Prohibited.

7 CUSTOMER EXPERIENCE OPERATIONS Figure 9: Are You Using Net Promoter Score (NPS) To Measure Customer Loyalty? Yes 62% No 38% Figure 10: Do You Have An Accurate Means To Measure ROI On Your Social Media Policy? Yes 16% No 84% Figure 11: Have You Been Able To Capture Your Company s Voice Of The Customer (VOC)? No 18% Yes 82% Consero Group LLC. Reproduction Prohibited.

8 CONCLUSION Lessons For The Industry The prevalence of social media and the ability to create instant product evaluations have expanded the duties of Customer Experience departments and changed the nature of customer interactions. The demands on Customer Experience departments are ever increasing, and companies are acknowledging the importance of positive customer experience to overall success, although many Customer Experience executives still lack sufficient resources to run their departments well. Chief Customer Experience Officers will continue to need a variety of new tools and processes to manage the smart consumer effectively and retain customers in a competitive marketplace. In the remainder of 2014, corporations across the globe will need to remain focused on improved customer experience in the pursuit of continued corporate progress Consero Group LLC. Reproduction Prohibited.

9 How Is Consero Different From Other Conference Companies? Branded as the anti-conference company 1, Consero s model is a vast improvement over the traditional model for conferences and trade shows in several important ways. Exclusivity, Intimacy, and Commonality. Consero puts its executives first. Unlike other conferences, a Consero Forum brings together executives with common levels of experience and seniority, as well as similar business challenges. This ensures optimal networking and collaborate development of best business practices. Original Content and Thought Leadership. Consero views its events as a means to an end solving business problems. Consero prides itself on generating exceptional, original content that contributes to practical discourse, yielding impactful takeaways that help participants to improve their own performance, as well as that of their departments and organizations. By permitting its programs to evolve until the Forum takes place, Consero can integrate the most current significant developments e.g., a late-breaking Supreme Court decision impacting antitrust law into the solutions that emerge from the Forum. This focus on world-class content is an important differentiator for Consero. What Problems Does Consero Solve? Today s senior executives are busier than ever and inundated with information, too little of which addresses their specific current needs. Consero brings together those senior executives so that they can learn from one another in an efficient, exclusive format, and build relationships that facilitate ongoing post-forum dialogue. One of the primary components of a Consero Forum s substantive program is its KnowledgeBridges, 10- to 15-person roundtable discussions on specific topics of interest that relate to common business challenges. During these highly interactive discussions, each moderated by an industry expert, executives share ideas and address particularly difficult problems with their counterparts in the room. There is no substitute for this kind of professional learning. In addition to superior educational opportunities, Consero Forums expose senior executives to participant-requested and Consero-vetted industry solution providers that offer innovative enterprise solutions to business issues identified by the executives themselves. Consero s highly selective criteria for solution providers and insistence that those companies send their own executives (not salespeople) ensures that Consero executives are constantly educating themselves about world-class solutions that can improve their business. 1 Gonsalves, Antone. Consero Takes Aim at Bored C-Suiters with Its Anti-Conferences. Bloomberg. Jan. 28, < Jan. 28, Consero Group LLC. Reproduction Prohibited.

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