the value of customer experience in the digital age - global version
Post on 31-Jul-2015
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A growing number of C-suite executives will prioritise investment in customer experience over the next 3 years
Companies who prioritise future investment in customer experience gain a range of benefits over those who don't prioritise
Almost 4 in 5 companies believe their overall customer experience is viewed positively
Where does CX responsibility lie?
CEO leadership of customer experience linked to better business performance
Major benefits of CX investment by company size
Leaders of CX initiativesCEO most likely to have direct control
79%NOW 63%
NEXT 3 YEARS 64%
41%SMALL $250m or less MEDIUM $250m to $1bn LARGE $1bn or more
Global customer experience resultsCustomer experience (CX) encompasses each and every interaction a customer has with a company and its products
Measure successMore profitable
Better customerexperience
Increase CX investment more than 10%
CEO leads
CEO incharge
Betterrevenuegrowth
63%
59% 71%
62%
43%
64%
56%
Click here to view the full research and understand how the C-Suite values customer experience in today’s digital age
15% 28%
39%
54%47%
40%
41%
Improvedcustomer satisfaction %
Increased sales %
Reducedoperating costs %
Improvedcustomer retention %
Lower cost ofcustomer acquisition %
4
14 22 29
35% Improved customerretention is cited
as the major benefitof CX globally
3335 31139 10 8
31
5
18 17
CEO is most likelyto lead CX initiatives inall regions apart from
Asia-Pacific, where the CIOis most likely to lead
COO CMO CEO CIO LOBLEADER
7% 6%
13%
41%
17%
Asia-Pacific %Latin America %North America %Europe %
CXO
5%
20
39
14 9594
316
15
52
36
40
19
16
1297 3
9544
8
CEO13%CIO 17%
CMO
47%
24%29%
49%41%
35%39%
21%37%
59%
49%
42%39%
45%
28%
41%
54%
31%
40%38%
Past 3 years Next 3 years
>25%
About the same
Decrease
1- 10%
10 - 24%
Asia-Pacific North AmericaLatin America Europe
Asia-Pacific more likely to measure success of CX initiatives than Europe or North America
Change in CX investment (%)
Major barriers to measuring CX
Latin America 67%
Europe59%
North America51%
Asia-Pacific 66%
Click here to view the full research and understand how the C-Suite values customer experience in today’s digital age
Measuring global CX
Measurement tools
Access to correlated CX outcome to activity data
Lack of automation of processes
Customer effort score
Customer retention rate
Customer satisfaction score
Customer lifetime value
Customer satisfaction score
Customer acquisition cost
Customer satisfaction score
Customer lifetime value
Customer retention rate
Revenue improvement
Customer retention rate
North Americancompanies least likely
to measure thesuccess of CX
35% of companiesin Latin America will
boost investment by morethan 25% - More than
any other region
Customer satisfaction score
Asia-Pacific
Social media
LatinAmerica
NorthAmerica
Europe
Customer experience which includes digitaland in-person channels are very important
today and in the next 3 years (%)
37 26 20 24
39 37 31 32
Face-to-face communications
49 43 47 42
40 33 38 37
Telephone operations
13 25 23 22
14 19 15 16
Online assistance support
37 36 26 31
39 45 32 40
Face-to-facecommunicationmost popular
channel today,
but onlineassistance support
expected to bein the future
13251216
26 26 30 30 34 3124 28
283325
22
34 6 4 4 5 4 7
16 8 22 20152221
3433 22 25 24
1735 1120
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