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Improving Customer Experience

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This is the results of a survey sponsored by Satmetrix and SimplyDIRECT (www.SimplyDIRECT.com) about strategies for Improving Customer Experience. 48 executives have participated.

This is the results of a survey sponsored by Satmetrix and SimplyDIRECT (www.SimplyDIRECT.com) about strategies for Improving Customer Experience. 48 executives have participated.

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  • 1. Strategies  for  Improving  Customer  Experience    Summary Results May, 2012
  • 2. Observa(ons  and  Conclusions    Virtually all responders rate earning customer loyalty as central to their organization’s core values.  In measuring customers’ experiences, responders rely most on online customer surveys, followed by face-to-face discussions. Half of responders report that closing the loop with customers, followed by tracking across multiple channels are their most significant challenges with measuring customer experience.  While Facebook and Twitter dominate social media, nearly half of responders use individual blogs & online communities to monitor and track customers’ experiences.  65% of the responders have a customer experience initiative in place or in implementation, and nearly a third of responders are in the planning phase or are exploring options for a customer experience initiative.  More than a fifth of responders are unable to calculate the ROI on their customer experience initiatives – however 13% do show significant ROI returns, and 2% have achieved transformative ROI.  NPS dominates as the preferred customer loyalty index; responders choose NPS twice as often as all others combined.  69% of responders prefer licensed 3rd party solutions for implementing a customer experience management system, rating it 3 or above on a 5 point scale. Of those who chose 3rd party solutions, 58% also chose cloud solutions; of those strongly preferring third party solutions, 72% also showed a preference for cloud-based solutions. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 2 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 3. Program  Overview    In April 2012, Gatepoint Research invited selected executives to participate in a survey themed Strategies for Improving Customer Experience. Candidates were invited via email and 48 executives have participated to date.  80% of responders are at the Director Level or above.  87% of responders are executives working for organizations generating at least $1.5 billion annual revenue.  100% of responders participated voluntarily; none were engaged using telemarketing. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 3 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 4.  How  would  you  assess  the  level  to  which  earning  customer   loyalty  is  a  core  value  throughout  your  organiza(on?   (Rate  1  to  5,  1  =  completely  disagree,  5  =  completely  agree)     70%   58%   60%   50%   40%   31%   30%   20%   10%   6%   4%   0%   0%  Not  a  core  value  (1)   2   3   4   Most  important  core  value  (5)   Most responders rate earning customer loyalty as central to their organization’s core values. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, printSlide 4 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 5. How  do  you  use  surveys  to  measure  your   customers’  experiences?     (Responders  can  choose  more  than  one  answer)   Online   79%   Face-­‐to-­‐face  discussions   63%   By  phone   52%   Postal  mail   25%   We  do  not  do  surveying   4%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%  In measuring customers’ experiences, responders rely most on online customer surveys followed by face-to-face discussions. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 5 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 6. Where  do  you  monitor/track  your  customers’  experiences   using  unsolicited  responses  via  social  media?     (Responders  can  choose  more  than  one  answer)   Facebook   60%   TwiUer   58%  Customer  Industry  online  communi(es   46%   Customer  company  blogs   46%   LinkedIn   29%   0%   10%   20%   30%   40%   50%   60%   70%   While Facebook and Twitter dominate social media, nearly half of responders use individual blogs & online communities to monitor and track customers’ experiences. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 6 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 7.  Which  of  the  following  represent  the  most  significant  challenges  for   your  company  when  measuring  customer  experience?    Closing  the  loop  with  customers   50%   Tracking  across  mul(ple   44%   channels   Tracking  customer  comments   35%   across  social  media   GeYng  buy-­‐in  on  value  of   27%   customer  experience  metrics   Employee  engagement   27%   Lack  of  agreement  on  what   27%   metrics  to  use   0%   10%   20%   30%   40%   50%   60%  Half of responders report that closing the loop with customers, followed by tracking across multiple channels, are their most significant challenges with measuring customer experience. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 7 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 8. How  would  you  and  your  execu(ve  team  rate  your  company’s   customer  experience  for  your  industry/market  segment?     (Rate  1  to  5,  1  =  lagging  all  compe(tors,  5  =  beUer  than  all  compe(tors)     60%   48%   50%   40%   29%   23%   30%   20%   10%   0%   0%   Lagging  all  compe(tors   2   3   4   BeUer  than  all   (1)   compe(tors  (5)  Responders report that they rate their customer experience as mostly better than their competitors within their industry or market segment. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 8 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 9. Are  you  planning  or  currently  execu(ng  a  customer   experience  ini(a(ve?     Ini(a(ve  is  up  and  running   42%   In  implementa(on  phase   23%   In  planning  phase   19%   Exploring  op(ons   10%  Neither  planning  nor  execu(ng   6%   We  started,  but  put  it  on  hold   0%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   65% of the responders have a customer experience initiative in place or in implementation, and nearly a third of responders are in the planning phase or are exploring options for a customer experience initiative. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 9 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 10. What  level  of  ROI  have  you  achieved  with  your  customer   experience  ini(a(ves?     Too  soon  to  tell   29%   Unable  to  calculate  ROI   23%   Modest—has  paid  for  itself   21%   Strong,  with  significant  returns   13%   Have  not  had  an  ini(a(ve   10%   Below  expecta(ons   2%   Transforma(ve  (>25%  increase)   2%   0%   5%   10%   15%   20%   25%   30%   35%   More than a fifth of responders are unable to calculate the ROI on their customer experience initiatives – however 13% show significant ROI returns, and 2% have achieved transformative ROI. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, printSlide 10 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 11.  Is  your  company  using  Net  Promoter  Score™  (NPS®)  or  a   similar  index  to  measure  customer  loyalty?     Using  NPS  for  more  than  12   33%   months   Using  different  measurement   17%   index   Using  NPS  for  less  than  12   15%   months   Not  familiar  with  NPS   15%   Familiar  with  but  not  using   13%  Ac(vely  considering  using  NPS   8%   0%   5%   10%   15%   20%   25%   30%   35%   NPS dominates as the preferred customer loyalty index; responders choose NPS twice as often as all others combined. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 11 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 12.  What  are  your  preferences  for  implemen(ng  a  customer   experience  management  system?     (Rate  1  to  5,  1  =  least  desirable;  5  =  most  desirable)     Least  Desirable  (1)   2   3   4   Most  Desirable  (5)   40%   35%   33%   33%   31%   31%   30%   25%   25%   23%   21%   20%   19%   17%   17%   15%   15%   15%   13%   13%   10%   10%   10%   8%   6%   6%   5%   0%   0%   Licensed  3rd  party  solu(on   Outsource  development   Build  in-­‐house   Use  cloud-­‐based  solu(on  69% of responders prefer licensed 3rd party solution, and 50% prefer a cloud-based solution for implementing a customer experience management system. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 12 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 13.  If  you  use  3rd  party  solu(ons  for  a  customer  experience   management  system,  would  you  also  use  cloud  based  solu(ons?   (Rate  1  to  5,  1  =  least  desirable;  5  =  most  desirable)    Rated  3  or  above  on  both  3rd  party  solu(ons  &  cloud   58%   Rated  4  or  5  on  both  3rd  party  solu(ons  &  cloud   72%   0%   10%   20%   30%   40%   50%   60%   70%   80%  Of those who chose 3rd party solutions, 58% also chose cloud solutions. Of those strongly preferring third party solutions, 72% also showed a preference for cloud- based solutions. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 13 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 14. What  department/func(on  is  responsible  for   driving  customer  experience  ini(a(ves?     Marke(ng   38%   Customer  Experience   27%   organiza(on   Opera(ons   13%   Other   10%   Sales   10%   Execu(ve  champion   2%   0%   5%   10%   15%   20%   25%   30%   35%   40%  65% of responders’ organizations rely on either their marketing department or a customer experience organization to drive and own customer experience initiatives. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print Slide 14 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 15. Profile  of  Responders:   Job  Level   VP   43%   Director   33%   CxO   Manager   4%   20%   80% of responders are Director level or above. Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, printSlide 15 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 16. Profile  of  Responders:     Organiza(on  Revenue   >$1.5  Billion   87%   $500-­‐1,500  Million   13%   87% of responders have revenue of more than $1.5 billion Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, printSlide 16 and digital form without the express written consent of Gatepoint Research and Satmetrix.
  • 17. About   Satmetrix, provides cloud-based customer experience software that helpsorganizations engage with their customers and take action on their feedbackto build stronger customer loyalty. In this way, Satmetrix focuses on helpingcompanies build profitable, sustainable growth through more loyal customer relationships. As co-developer of the industry-leading Net Promoter® methodology, Satmetrix has hundreds of successful deployments spanning a wide range of industries and operating in many countries. For more information, visit www.satmetrix.com Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Satmetrix.

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