expectations vs experience: the good, the bad, the opportunity

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Expectations vs. Experience:The Good, The Bad, The Opportunity

How to close the gap

between customer

expectations and experience


Expectations vs. Experience:

The Good, The Bad, The Opportunity

2016 Forrester Study Commissioned by Accenture Interactive

Thanks to the digitization of

everything, customer

expectations are becoming

increasingly liquid. But are

brands keeping pace and

delivering best-in-class

relevant experiences?

We decided to find out.

accenture.com/ExpectationsVsExperience


Overview

• Customers Are Underwhelmed by the

digital experiences most brands deliver

• But we know there are Big Payoffs on CX

Investments

• Behavior of high performers shows

Customer Experience Is a Mindset

• We found Untapped Customer

Experience Opportunities Exist for all

brands to exploit


Accenture and Forrester surveyed 702 customer experience

decision makers from brands in 14 countries across 11

industries. And here’s what we found:


Customers are underwhelmed by their experience and

simply meeting customer expectations is NOT enough

Only 7%

of brands

are exceeding

customer

expectations



Even worse,

DON’T meet

expectations,

but most think

CX is ‘good

enough’. It’s NOT.

25%



Brands are also feeling MORE pessimistic about their

capabilities that allow them to deliver on customer

expectations:

Technology

Processes

Organization

9%

12%

5%


69%

66%

59%


Huge Gaps Exists in CX Efforts: It turns out, brands

know what to do but they are NOT doing it.

Brands agree on what

CX efforts have value

(as high as 99%) vs.

actually doing them

(as low as 30%)

99%

30%



But brands focusing efforts on customer experience

are seeing big payoffs on their investments

Depending on their

industry, a 1% increase in

CX scores can mean

$10M to $100M+ annually

for an individual brand



High performers have higher

rates of digital success:

+21% improved brand relevance

+17% increased customer loyalty

+13% improved ROI

+11% increased revenues



Customer Experience Is a Mindset, and high

performers exhibit FOUR distinct behaviors

Rally senior support

100% of high performers agree senior

leaders onboard vs. only 41% of peers



Adapt to a dynamic state of constant fluxHigh performers embrace digital at rates double

digits higher than their peers



Turn data into insight and action

High performers are more data-driven

around customer experience (+44%) and

see data and analytics as critical to

driving CX improvement (+25%)



Identify and secure partnerships

More high performers have all partners

identified and secured +30% over peers



There are Untapped CX Opportunities, and these

THREE drivers can help brands to exploit them:

Skills and Collaboration

Only about 50% of brands have a full

complement of CX skills and strong

internal collaboration



Customer Engagement

Just over half (57%) of brands

involve customers directly, yet over

80% believe it is important



Metric Optimization

90% see value

in churn metrics,

but less than

40% capture them

~40% don’t use

a wide range

of customer insight

tools and tactics


Brand executives talk the talk

of digital transformation, but

often fall short on execution.

But a cluster of high

performers have

found success by

prioritizing customer

experience as a

mindset.

Are you one of them?



The Good, The Bad, The Opportunity

Expectations vs. Experience:

To learn more about our global

customer experience study, join

our webinar with Forrester

Research on Tuesday July 12th

at 11:00 AM ET

Register Now!accenture.com/ExpectationsVsExperience

expectations vs experience: the good, the bad, the opportunity

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