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1Copyright © 2016 Accenture All rights reserved.
Expectations vs. Experience:
The Good, The Bad, The Opportunity
How to cl...
2Copyright © 2016 Accenture All rights reserved.
Expectations vs. Experience:
The Good, The Bad, The Opportunity
2016 Forr...
3Copyright © 2016 Accenture All rights reserved.
Overview
• Customers Are Underwhelmed by the
digital experiences most bra...
4Copyright © 2016 Accenture All rights reserved.
Customers are underwhelmed by their experience and
simply meeting custome...
5Copyright © 2016 Accenture All rights reserved.
Even worse,
DON’T meet
expectations,
but most think
CX is ‘good
enough’. ...
6Copyright © 2016 Accenture All rights reserved.
Brands are also feeling MORE pessimistic about their
capabilities that al...
7Copyright © 2016 Accenture All rights reserved.
Huge Gaps Exists in CX Efforts: It turns out, brands
know what to do but ...
8Copyright © 2016 Accenture All rights reserved.
But brands focusing efforts on customer experience
are seeing big payoffs...
9Copyright © 2016 Accenture All rights reserved.
High performers have higher
rates of digital success:
+21% improved brand...
10Copyright © 2016 Accenture All rights reserved.
Customer Experience Is a Mindset, and high
performers exhibit FOUR disti...
11Copyright © 2016 Accenture All rights reserved.
Adapt to a dynamic state of constant flux
High performers embrace digita...
12Copyright © 2016 Accenture All rights reserved.
Turn data into insight and action
High performers are more data-driven
a...
13Copyright © 2016 Accenture All rights reserved.
Identify and secure partnerships
More high performers have all partners
...
14Copyright © 2016 Accenture All rights reserved.
There are Untapped CX Opportunities, and these
THREE drivers can help br...
15Copyright © 2016 Accenture All rights reserved.
Customer Engagement
Just over half (57%) of brands
involve customers dir...
16Copyright © 2016 Accenture All rights reserved.
Metric Optimization
90% see value
in churn metrics,
but less than
40% ca...
Brand executives talk the talk
of digital transformation, but
often fall short on execution.
But a cluster of high
perform...
18Copyright © 2016 Accenture All rights reserved.
The Good, The Bad, The Opportunity
Expectations vs. Experience:
To learn...
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Expectations vs Experience: The Good, The Bad, The Opportunity

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How to close the gap between customer expectation and experience.

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

  1. 1. 1Copyright © 2016 Accenture All rights reserved. Expectations vs. Experience: The Good, The Bad, The Opportunity How to close the gap between customer expectations and experience
  2. 2. 2Copyright © 2016 Accenture All rights reserved. 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
  3. 3. 3Copyright © 2016 Accenture All rights reserved. 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.com/ExpectationsVsExperience Accenture and Forrester surveyed 702 customer experience decision makers from brands in 14 countries across 11 industries. And here’s what we found:
  4. 4. 4Copyright © 2016 Accenture All rights reserved. Customers are underwhelmed by their experience and simply meeting customer expectations is NOT enough Only 7% of brands are exceeding customer expectations accenture.com/ExpectationsVsExperience
  5. 5. 5Copyright © 2016 Accenture All rights reserved. Even worse, DON’T meet expectations, but most think CX is ‘good enough’. It’s NOT. 25% accenture.com/ExpectationsVsExperience
  6. 6. 6Copyright © 2016 Accenture All rights reserved. Brands are also feeling MORE pessimistic about their capabilities that allow them to deliver on customer expectations: Technology Processes Organization 9% 12% 5% accenture.com/ExpectationsVsExperience 69% 66% 59%
  7. 7. 7Copyright © 2016 Accenture All rights reserved. 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% accenture.com/ExpectationsVsExperience
  8. 8. 8Copyright © 2016 Accenture All rights reserved. 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 accenture.com/ExpectationsVsExperience
  9. 9. 9Copyright © 2016 Accenture All rights reserved. High performers have higher rates of digital success: +21% improved brand relevance +17% increased customer loyalty +13% improved ROI +11% increased revenues accenture.com/ExpectationsVsExperience
  10. 10. 10Copyright © 2016 Accenture All rights reserved. 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 accenture.com/ExpectationsVsExperience
  11. 11. 11Copyright © 2016 Accenture All rights reserved. Adapt to a dynamic state of constant flux High performers embrace digital at rates double digits higher than their peers accenture.com/ExpectationsVsExperience
  12. 12. 12Copyright © 2016 Accenture All rights reserved. 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%) accenture.com/ExpectationsVsExperience
  13. 13. 13Copyright © 2016 Accenture All rights reserved. Identify and secure partnerships More high performers have all partners identified and secured +30% over peers accenture.com/ExpectationsVsExperience
  14. 14. 14Copyright © 2016 Accenture All rights reserved. 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 accenture.com/ExpectationsVsExperience
  15. 15. 15Copyright © 2016 Accenture All rights reserved. Customer Engagement Just over half (57%) of brands involve customers directly, yet over 80% believe it is important accenture.com/ExpectationsVsExperience
  16. 16. 16Copyright © 2016 Accenture All rights reserved. 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 accenture.com/ExpectationsVsExperience
  17. 17. 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? accenture.com/ExpectationsVsExperience
  18. 18. 18Copyright © 2016 Accenture All rights reserved. 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

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