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Sample multichannel-customer-experience-report-2011(1) Document Transcript

  • 1. Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & innovationMultichannel CustomerExperience ReportIn association with Foviance Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report
  • 2. MultichannelCustomerExperienceReportPublished November 2011 Econsultancy London Econsultancy New York 91-93 Farringdon Road 41 East 11th St., 11th FloorAll rights reserved. No part of this publication may be London New York, NY 10003reproduced or transmitted in any form or by any means, EC1M 3LN United Stateselectronic or mechanical, including photocopy, recording Telephone:or any information storage and retrieval system, without +44 (0)20 7269 1450 Telephone:prior permission in writing from the publisher. +1 212 699 3626 http://econsultancy.comCopyright © Econsultancy.com Ltd 2011 help@econsultancy.com
  • 3. Contents 1. About Econsultancy ......................................................... 1 2. About Foviance ................................................................ 2 3. Executive Summary and Highlights ................................ 3 4. Foreword by Foviance...................................................... 5 5. Multichannel Customer Experience: Maturity Model .... 6 6. Methodology .................................................................... 8 7. Findings ........................................................................... 9 7.1. How companies stack up against the maturity model ............... 9 7.1.1. Systems and processes ............................................................. 9 7.1.2. Leadership and culture ........................................................... 11 7.1.3. Alignment with brand ............................................................ 12 7.1.4. Use of insight ......................................................................... 14 7.1.5. Customer touch points........................................................... 15 7.2. Integration of customer touch points ........................................16 7.3. Most important attributes for customer experience .................19 7.4. How well do companies deliver against attributes? ................. 22 7.5. Customer experience strategy ................................................... 25 7.5.1. Importance of multichannel customer experience strategy . 25 7.5.2. How well developed is strategy? ............................................ 27 7.5.3. Recognition of link between business performance and customer experience .............................................................. 29 7.6. Barriers ....................................................................................... 31 7.6.1. Greatest barriers to improving the multichannel experience .............................................................................. 31 7.6.2. Problems improving the customer experience ...................... 35 7.6.3. How to improve the customer experience ............................. 37 7.7. Measurement ............................................................................. 39 7.7.1. Metrics used to measure effectiveness of customer experience .............................................................................. 39 7.7.2. Sources of data for measuring customer experience ............40 7.7.3. Technology used to gain insight ............................................ 42 7.8. Ownership and budget .............................................................. 44 7.8.1. Ownership of multichannel customer experience ................ 44 Multichannel Customer Experience Report In association with Foviance All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 4. 7.8.2. Dedicated budget for improving customer experience ......... 46 7.8.3. Which department is driving customer experience? ............488. Appendix ........................................................................ 49 8.1. Respondent profiles .................................................................. 49 8.1.1. Geography .............................................................................. 49 8.1.2. Annual company turnover ..................................................... 50 8.1.3. Business sector ....................................................................... 51 8.1.4. Job role................................................................................... 52 8.1.5. Type of agency........................................................................ 53Multichannel Customer Experience Report In association with FovianceAll rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storageand retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 5. 1. About Econsultancy Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 240,000 internet professionals every month. Our hub has 105,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face- to-face conferences, forums and professional networking. For the last ten years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation. Econsultancy has offices in London, New York and Dubai and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training in the Middle East, and extensively across Europe and Asia. We trained over 3,000 marketers and ran over 200 public training courses in 2010. Join Econsultancy today to learn what‟s happening in digital marketing – and what works. Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online. Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report Multichannel Customer Experience Report Page 1 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 6. 2. About Foviance Foviance is a multichannel customer experience consultancy to the worlds leading brands. We help clients drive business performance through better:  Customer relationships  Marketing effectiveness  Use of technology  Customer focused culture We use our proprietary Foviance Framework© to help clients understand, define, assess and make improvements to their customer experience. The Foviance Framework: Our expertise includes:  Customer experience strategy  Customer insight  Customer experience testing  Customer analytics  Customer experience and services design  Client knowledge development Foviance works with each client to solve their single or multichannel challenges in the area of customer experience using a range of established tools or proprietary solutions. For further information: Tel:+44 (0)8450 546 500, e-mail: info@foviance.com, web: www.foviance.com Multichannel Customer Experience Report Page 2 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 7. 3. Executive Summary and Highlights This second annual Multichannel Customer Experience Report, published by Econsultancy in association with Foviance, is based on a survey of more than 650 companies and agencies carried out in 2011. The research gives a state-of-the-nation perspective on the extent to which organisations are committed to delivering an integrated experience in a world where the customer journey is becoming increasingly complex due to evolving technology and the proliferation of devices.  Complexity is now seen as the greatest barrier to improving multichannel customer experience, overtaking organisational structure since 2010. As part of this year‟s research, we asked responding organisations to rate themselves across five key areas which are crucial for delivering a joined-up and compelling multichannel customer experience, namely systems & processes, leadership & culture , alignment with brand, customer touch points and use of insight. Encouragingly, leadership & culture is the area where companies are most likely to regard themselves as being at the most advanced stage. It is also seen as the most important attribute for delivering a positive customer experience. In parallel with our survey of businesses, we also carried out five consumer surveys about customer experience, covering retail, travel, online banking, mobile phone providers and gaming / gambling. Our Customer Experience Consumer Survey Report is also available from this URL. http://econsultancy.com/reports/multichannel-customer-experience-report Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report Multichannel Customer Experience Report Page 3 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 8. 4. Foreword by Foviance Welcome to this, our second Annual Multichannel Customer Experience Report. As you are reading this report the first thing you need to understand is that multichannel is not a popular subject. There aren‟t many boardrooms that host endless discussions on this topic. The number of regularly published research and white papers on the subject are few and far between. Globally less than 130,000 English searches are undertaken on Google for „multichannel‟ each month, for „multichannel customer experience‟ it is less than 150 a month. Multichannel customer experience is not a popular subject. However it is an important subject. There have never been more channels through which our customers can potentially experience us. There are now more mobile phones in the world than toothbrushes1. Of the UK total population of 61,800,000, Facebook appears to have accounts for 30,481,300 2. Over the last 10 years this explosion of channels has dramatically changed our customers‟ behaviour. While mobile and social are just two of the more recent and high profile channels that our customers are using they are possibly the most important in setting customer expectations and establishing new customer behaviours. At the start of the century the Internet had the effect of disintermediation – allowing customers to relate directly to many brands for the first time. Now our customers‟ adoption of social media has had similar effects on customer-to-customer interactions. Much of this customer-to-customer exchange happens digitally but the subject of those exchanges cover every, and all, customer touch-points; on and offline, managed and unmanaged. Online is now the place to share. The net effect is an amplification of the impact of both positive and negative customer experiences. At Foviance we spend a great deal of time with customers. We talk to them, we watch them, we test them, we survey them and we listen to them. Time and again we see their frustrations when they experience disruptions in their engagement with brands, but equally their awe and wonder when their journeys are frictionless and occasionally even enjoyable. There aren‟t many people out there focused on what is required to make customer experience management truly multichannel. That is a shame but also an opportunity for those that are. If you‟re reading this consider yourself one of the elite and recognise that despite the challenges ahead the benefits of our journey are worth the effort. It just leaves me to thanks those involved in the report‟s creation and analysis; Linus and Jake at Econsultancy, and my Foviance colleagues Jade Evans, John D‟Arcy and Tina Ubhi. We hope you find this report useful. Richard Sedley Commercial Director, Foviance 1 Bupa Digital Awareness Conference, October 2011 2 Facebook advertising platform, 25 October 2011 Multichannel Customer Experience Report Page 4 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 9. 5. Multichannel Customer Experience: Maturity Model Foviance believes there are five key areas that need to be addressed if an organisation is to improve business performance by adopting a more customer-centric strategy. These are:  Systems and processes  Leadership and culture  Alignment with brand  Customer touch points  Customer insight By establishing the degree to which these areas are addressed and integrated towards the goal of customer-centricity, an organisation can be positioned on the customer experience maturity model. A road-map can be created to move them forward. As part of last year‟s Multichannel Customer Experience Survey, we asked companies to indicate which description best described their own organisation (or their clients) specifically in the context of systems and processes. This year we broadened the survey by asking companies and agencies to evaluate themselves (or their clients) across all five pillars of the Customer Experience maturity model, as described in this table. Our definition of „mature is an organisation which falls in the top 25% of companies across the five key pillars of the maturity model, i.e. those who have scored highly across the areas outlined above (namely Systems & Processes, Leadership & Culture , Alignment with Brand, Customer Touch Points and Use of Insight). Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report Multichannel Customer Experience Report Page 5 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 10. 6. Methodology This report is based on a survey of more than 650 respondents to an online survey3 carried out in June and July 2011. Respondents included both client-side (in-house) and supply-side respondents (i.e. those working for agencies, consultancies or technology companies with an interest in customer experience). The findings are shown for both client-side (“company respondents”) and supply-side (“agency respondents”) separately. Around two thirds of respondents are based in the UK. Information about the survey, including the link, was emailed to Econsultancy‟s user base. The incentive for taking part was access to a complimentary copy of this report just before its publication on the Econsultancy website. In parallel with our survey of businesses, we also carried out five consumer surveys about customer experience, covering retail, travel, online banking, mobile phone providers and gaming / gambling. More detail about this research is provided in a separate document4. If you have any questions about the research, please email Econsultancy‟s Research Director, Linus Gregoriadis (Linus@econsultancy.com). For more profiling information on respondents, please see Appendix to this report. Figure 1: Which of the following most accurately reflects your company? Response 2010: 541 Response 2011: 657 Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report 3 Econsultancy uses Clicktools for its online surveys 4 See Econsultancy’s Customer Experience Consumer Survey. http://econsultancy.com/reports/multichannel-customer-experience-report Multichannel Customer Experience Report Page 6 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 11. 7. Findings7.1. How companies stack up against the maturity model7.1.1. Systems and processes Companies (comparison with 2010) Figure 2: Thinking about systems and processes, which of the following statements best describes your organisation? Cluttered Considered Capable Cultural Response 2010: 263 Response 2011: 289 Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report Multichannel Customer Experience Report Page 7 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 12. 7.2. Integration of customer touch points Figure 9 shows the extent to which specific customer touch points are integrated into the overall customer experience. Companies clearly struggle to integrate offline communication into the customer experience. Only a fifth (20%) say that mail order catalogues are fully integrated, compared to 40% who say they are not integrated. A quarter of respondents say that offline brand advertising (26%) and offline direct marketing (24%) are not integrated. Companies Figure 3: How integrated are the following customer touch points into the overall customer experience? Response: 277 Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report Multichannel Customer Experience Report Page 8 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 13. Voice of the expert“Customers still want to be able to deal with a person via the phone, email, live chat or other one-to-onechannels. Problems are more quickly resolved by two people talking, and customers feel valued when they cancommunicate directly with the company. So a multichannel customer experience is clearly vital even to an onlinebusiness.” SAMPLE7.3. Most important attributes for customer experience Survey respondents were asked to indicate the three attributes they regard as being most important within an organisation for delivering a positive customer experience. Companies Figure 4: What are the most important attributes within an organisation when delivering a positive customer experience? Response: 332 Respondents could select up to three options Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report Multichannel Customer Experience Report Page 9 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 14. 7.4. Measurement7.4.1. Metrics used to measure effectiveness of customer experience Figure 28 shows the extent to which different types of metric are used to measure the effectiveness of the customer experience. Two thirds of companies (66%) are using hard financial data (“sales / revenue”) to measure this, and this tallies with a similar level of recognition that there is a strong link between long-term business performance and customer experience. Around half this figure (34%) say they look at „profitability‟ directly in the context of customer experience effectiveness. Figure 5: What types of metrics do you or your clients use to measure directly the effectiveness of the customer experience? Companies response: 267 Agencies response: 185 Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report Multichannel Customer Experience Report Page 10 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011