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[REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

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As part of our research on customer experience strategy, we wanted to understand what elements most strongly contributed to an “ideal customer experience”.

We also wanted to understand what people thought prevented companies from delivering this “ideal customer experience”.

To answer this, Altimeter conducted an online survey of 1,412 people in five geographies: Germany, Japan, Mexico, United Kingdom, and United States, in June 2017.

You can read and download the full report for free at http://bit.ly/altimeter-exp-strategy

You are also welcome to use any part of the report and the data here under our Creative Commons license, as long as you provide attribution and do not use the data for commercial purposes. Commercial use requires permission.

We would love to hear your feedback on what you found interesting or challenging about this data. Please send your comments and thoughts to charlene@altimetergroup.com.

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[REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

  1. 1. 1 ADDITIONAL DATA EXPERIENCE STRATEGY: CONNECTING CUSTOMER EXPERIENCE TO BUSINESS STRATEGY By Charlene Li with Aubrey Littleton and Omar Akhtar Data cuts by Geography, Gender, and Age July 2017 From the Altimeter Q2 2017 Experience Strategy Survey 1,412 Global Respondents
  2. 2. Methodology & Permissions Experience Strategy: Connecting Customer Experience to Business Strategy As part of our research on customer experience strategy, we wanted to understand what elements most strongly contributed to an “ideal customer experience”. We also wanted to understand what people thought prevented companies from delivering this “ideal customer experience”. To answer this, Altimeter conducted an online survey of 1,412 people in five geographies: Germany, Japan, Mexico, United Kingdom, and United States, in June 2017. You can read and download the full report for free at http://bit.ly/altimeter-exp-strategy You are also welcome to use any part of the report and the data here under our Creative Commons license, as long as you provide attribution and do not use the data for commercial purposes. Commercial use requires permission. The Creative Commons License is Attribution-NoncommercialShareAlike 3.0 United States, which can be found at https:// creativecommons.org/licenses/by-nc-sa/3.0/us/. We would love to hear your feedback on what you found interesting or challenging about this data. Please send your comments and thoughts to charlene@altimetergroup.com.
  3. 3. Global Results Experience Strategy: Connecting Customer Experience to Business Strategy 17% 19% 30% 36% 49% 52% Remembers me between and during visits Personalized experience based on my data The experience is always consistent Complete transactions quickly Can find the information I need quickly Fast responses to questions or complaints Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three. Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey Globally, the answers “Fast responses to questions or complaints” and “Can find the information I need quickly” were clearly the top responses. These top two responses represent what we consider “table stakes” priorities.
  4. 4. Global Results Experience Strategy: Connecting Customer Experience to Business Strategy 15% 23% 32% 35% 44% 45% They don't invest enough in technology They don't understand what I need They don't care about customer satisfaction Departments don't work well with each other They value profit over customers Lack of good employee training What do you think prevents companies from providing the ideal customer experience? Please select up to three. Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey We also asked consumers what they think prevents companies from providing the ideal customer experience. “Lack of employee training” received the top votes across the board, followed closely by “They value profit over customers.” Underlying these responses is a deep-seated belief that companies do not value the experience of a customer as much as their money. Interestingly, across the board, people didn’t think this was a technology problem, but rather one related to priorities and people.
  5. 5. 17% 19% 30% 36% 49% 52% 8% 12% 17% 26% 51% 53% 32% 13% 26% 28% 29% 50% 49% 18% 15% 36% 42% 51% 57% 47% Remembers me between and during visits Personalized experience based on my data The experience is always consistent Complete transactions quickly Can find the information I need quickly Fast responses to questions or complaints Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three. Global Germany Japan Mexico UK US Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey All Country Results versus Global Experience Strategy: Connecting Customer Experience to Business Strategy In the US, the answer “Complete transactions quickly” ranked the highest but was a distant third in other geographies. And respondents from Japan were almost twice as likely as other geographies to include “Personalized experience based on my data” in their top three choices. 21% 22% 15% 39% 46% 46%
  6. 6. All Country Results versus Global Experience Strategy: Connecting Customer Experience to Business Strategy People in Japan focused on completely different reasons for the breakdown in delivering good customer experiences, with the top response being that departments don’t work well with each other. And Japanese respondents were twice as likely to believe that companies don’t understand what consumers need than respondents from other countries. 15% 23% 32% 35% 44% 45% 14% 22% 24% 33% 41% 34% 10% 45% 34% 51% 43% 42% 20% 20% 31% 28% 44% 43% 14% 16% 34% 37% 50% 48% 16% 15% 35% 29% 44% 51% They don't invest enough in technology They don't understand what I need They don't care about customer satisfaction Departments don't work well with each other They value profit over customers Lack of good employee training What do you think prevents companies from providing the ideal customer experience? Please select up to three. Global Germany Japan Mexico UK US Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey
  7. 7. Global and Geography Data Experience Strategy: Connecting Customer Experience to Business Strategy Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three. Global Germany Japan Mexico UK US Remembers me between and during visits 17.1% 8.3% 21.2% 13.2% 17.9% 22.1% Personalized experience based on my data 19.4% 12.2% 31.6% 26.4% 14.7% 15.0% The experience is always consistent 29.6% 16.5% 22.0% 28.4% 35.9% 39.3% Complete transactions quickly 36.4% 26.4% 31.2% 29.2% 41.8% 46.9% Can find the information I need quickly 48.7% 51.2% 48.0% 49.6% 51.0% 45.7% Fast responses to questions or complaints 51.8% 53.1% 57.2% 48.8% 56.6% 46.4% n= 1412 254 250 250 251 407 What do you think prevents companies from providing the ideal customer experience? Please select up to three. Global Germany Japan Mexico UK US They don’t invest enough in technology 14.9% 13.8% 10.4% 19.6% 13.5% 16.2% They don’t understand what I need 22.7% 22.4% 44.8% 20.4% 15.5% 15.0% They don’t care about customer satisfaction 31.8% 23.6% 33.6% 30.8% 33.9% 35.1% Departments don’t work well with each other 34.8% 32.7% 51.2% 27.6% 37.1% 29.2% They value profit over customers 44.2% 40.6% 42.8% 43.6% 49.8% 44.2% Lack of good employee training 44.5% 33.9% 42.4% 43.2% 47.8% 51.4% n= 1412 254 250 250 251 407
  8. 8. Gender Cut Experience Strategy: Connecting Customer Experience to Business Strategy 17% 20% 30% 37% 52% 53% 17% 20% 30% 37% 46% 52% Remembers me between and during visits Personalized experience based on my data The experience is always consistent Complete transactions quickly Can find the information I need quickly Fast responses to questions or complaints Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three. Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey We also found that women were much more likely than men to want to find information quickly. Male Female
  9. 9. Gender Cut Experience Strategy: Connecting Customer Experience to Business Strategy 13% 21% 33% 37% 45% 49% 19% 24% 31% 34% 46% 43% They don't invest enough in technology They don't understand what I need They don't care about customer satisfaction Departments don't work well with each other They value profit over customers Lack of good employee training What do you think prevents companies from providing the ideal customer experience? Please select up to three. Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey Women were also slightly more likely to believe that poor employee training results in poor customer experiences. Male Female
  10. 10. Gender Data Experience Strategy: Connecting Customer Experience to Business Strategy Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three. Global Female Male Remembers me between and during visits 17.1% 17.2% 16.8% Personalized experience based on my data 19.4% 20.2% 20.3% The experience is always consistent 29.6% 30.0% 30.0% Complete transactions quickly 36.4% 37.1% 37.3% Can find the information I need quickly 48.7% 51.8% 45.7% Fast responses to questions or complaints 51.8% 52.8% 51.9% n= 1412 564 630 What do you think prevents companies from providing the ideal customer experience? Please select up to three. Global Female Male They don’t invest enough in technology 14.9% 12.6% 18.6% They don’t understand what I need 22.7% 21.5% 23.7% They don’t care about customer satisfaction 31.8% 33.2% 31.3% Departments don’t work well with each other 34.8% 37.4% 33.7% They value profit over customers 44.2% 44.9% 46.2% Lack of good employee training 44.5% 48.8% 42.9% n= 1412 564 630 Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey
  11. 11. Age Cut Experience Strategy: Connecting Customer Experience to Business Strategy Adults age 65+ were more much more likely to want to complete transactions quickly. 15% 19% 28% 28% 50% 47% 17% 18% 29% 35% 49% 49% 14% 19% 26% 42% 41% 50% 20% 27% 31% 34% 49% 57% 21% 23% 31% 40% 54% 57% 16% 17% 35% 50% 53% 62% 18-24 25-34 35-44 45-54 55-64 65+ Remembers me between and during visits Personalized experience based on my data The experience is always consistent Complete transactions quickly Can find the information I need quickly Fast responses to questions or complaints Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey
  12. 12. Age Cut Experience Strategy: Connecting Customer Experience to Business Strategy Adults 65+ were more likely to believe that poor employee training results in poor customer experiences, and that companies value profit over customers. Young adults age 18-34 were more likely to believe that companies don’t invest enough in technology. 21% 22% 30% 30% 34% 37% 18% 25% 28% 35% 46% 43% 13% 20% 31% 40% 47% 46% 16% 24% 34% 37% 46% 49% 14% 24% 35% 35% 48% 47% 12% 24% 42% 36% 58% 58% 18-24 25-34 35-44 45-54 55-64 65+ They don’t invest enough is technology They don’t understand what I need They don’t care about customer satisfaction Departments don’t work well with each other Lack of good employee training They value profit over customers Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey
  13. 13. Age Segment Data Experience Strategy: Connecting Customer Experience to Business Strategy Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three. 18-24 25-34 35-44 45-54 55-64 65+ Remembers me between and during visits 15% 17% 14% 20% 21% 16% Personalized experience based on my data 19% 18% 19% 27% 23% 17% The experience is always consistent 28% 29% 26% 31% 31% 35% Complete transactions quickly 28% 35% 42% 34% 40% 50% Can find the information I need quickly 50% 49% 41% 49% 54% 53% Fast responses to questions or complaints 47% 49% 50% 57% 57% 62% n= 200 265 230 169 159 139 What do you think prevents companies from providing the ideal customer experience? Please select up to three. 18-24 25-34 35-44 45-54 55-64 65+ They don’t invest enough in technology 21% 18% 13% 16% 14% 12% They don’t understand what I need 22% 25% 20% 24% 24% 24% They don’t care about customer satisfaction 30% 28% 31% 34% 35% 42% Departments don’t work well with each other 30% 35% 40% 37% 35% 36% They value profit over customers 34% 46% 47% 46% 48% 58% Lack of good employee training 37% 43% 46% 49% 47% 58% n= 200 265 230 169 159 139 Base: 1,412 respondents Source: Altimeter Q2 2017 Experience Strategy Survey

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