Where is Customer Experience Heading?

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State of customer experience management in 2012 - UK

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Where is Customer Experience Heading?

  1. 1. Where is Customer Experience Heading? CXPA UK Networking EventBruce  Temkin  Customer  Experience  Transformist  &  Managing  Partner  Temkin  Group  September  2012  
  2. 2. Welcome! Copyright © 2012 Temkin Group. All rights reserved.
  3. 3. What’s up with CX? 13% Currently have a high level of CX maturityBase: 200+ large companiesSource: Temkin Group report. The State of CX Management, 2012 Copyright © 2012 Temkin Group. All rights reserved.
  4. 4. What’s up with CX? 59% 13% Currently have a Want to lead their high level of CX industry in CX maturity within three yearsBase: 200+ large companiesSource: Temkin Group report. The State of CX Management, 2012 Copyright © 2012 Temkin Group. All rights reserved.
  5. 5. The core insight… “Do what you do so well that they will want to see it again and bring their friends.” - Walt Disney Copyright © 2012 Temkin Group. All rights reserved.
  6. 6. +30 Correlation Temkin Loyalty Ratings coefficient (R) versus industry average U.S. = .83 (percentage points) UK = .89 -20 +20 Temkin Experience Ratings versus industry average (percentage points) -30Source: Temkin Group report “The ROI of Customer Experience” Copyright © 2012 Temkin Group. All rights reserved.
  7. 7. Customer experience correlates to loyalty for UK firms Customer Experience Customer Experience Leaders LaggardsWilling to buy more +9.4 -7.1Unlikely to switch +12.4 -7.4Likely to recommend +10.4 -8.7 Loyal customers versus industry average (Difference of percentage points)Source: Temkin Group report “The ROI of Customer Experience” Copyright © 2012 Temkin Group. All rights reserved.
  8. 8. Temkin Experience Ratings examines threeareas of customer experience How did you Were you able to ) Func nal feel about it? achieve your goals? o %o %o n a Experience) Em l) Accessible) How easy was it? Copyright © 2012 Temkin Group. All rights reserved.
  9. 9. 2012 Temkin Experience Ratings UK 50% 60% 70% 80% Very Poor Poor Okay Good Excellent Grocery Retail Banks Credit Card Issuers Wireless Providers Computer Makers Insurers Low Score Industry Average High ScoreBase: 3,000 UK consumers, 66 companiesSource: Temkin Group report “2012 Temkin Experience Ratings UK” Copyright © 2012 Temkin Group. All rights reserved.
  10. 10. 2102 Temkin Experience Ratings UK: Companies outpacing their industry Company Industry Above Industry John Lewis Retail +13 Tesco Bank Credit cards +12 Amazon.com Retail +11 Nationwide Building Society Bank +10 Co-operative Bank Bank +9 Hewlett-Packard Computer maker +8 Tesco Mobile Wireless +8 Waitrose Grocery +8 Apple Computer maker +7 O2 Wireless +7 Post Office Bank +7 Acer Computer maker +7 AXA Insurance +6 Aviva Insurance +6Base: 3,000 UK consumers, 66 companiesSource: Temkin Group report “2012 Temkin Experience Ratings UK” Copyright © 2012 Temkin Group. All rights reserved.
  11. 11. The evolution of CX management CX Mastery (2014+) CX Professionalism (2011 to 2015) CX Exuberance (2008 to 2012) CX Intrigue (2005 to 2009) 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017Source: Temkin Group report “The Future of Customer Experience” Copyright © 2012 Temkin Group. All rights reserved.
  12. 12. CX factoids on large firms (>$500 million) 59% have a senior exec in charge of CX 65% have five or more full-time CX professionals 72% identify “other competing priorities” as a significant obstacle 19% of senior execs trade-off short-term financial results for longer-term customer loyaltySource: Temkin Group report “The State of CX Management, 2012” Copyright © 2012 Temkin Group. All rights reserved.
  13. 13. Six stages of CX maturity Organization does not view CX Ignore as core part of its value proposition. Senior executive(s) recognizes that CX is Explore important and appoints a temporary group Full-time executive leads CX team and starts Mobilize making incremental changes Clear CX governance in place and organization Operationalize starts redesigning cross-functional processes CX metrics are integrated into executive Align scorecards and business operational reviews CX is integral part of company culture Embed and not managed as a separate activitySource: Temkin Group report “The Future of Customer Experience” Copyright © 2012 Temkin Group. All rights reserved.
  14. 14. Six stages of CX maturity Organization does not view CX Ignore as core part of its value proposition.59% Senior executive(s) recognizes that CX is Explore important and appoints a temporary group Full-time executive leads CX team and starts Mobilize making incremental changes28% Clear CX governance in place and organization Operationalize starts redesigning cross-functional processes CX metrics are integrated into executive Align scorecards and business operational reviews13% CX is integral part of company culture Embed and not managed as a separate activitySource: Temkin Group report “The Future of Customer Experience” Copyright © 2012 Temkin Group. All rights reserved.
  15. 15. Eight emerging CX skills •  Journey-centric alignment •  Mobile-infused experiences •  Predictive personalization •  Distributed contextual insights •  Federated CX capabilities •  Business rhythm integration •  Rejuvenated purposefulness •  Promoter activationSource: Temkin Group report “The Future of Customer Experience” Copyright © 2012 Temkin Group. All rights reserved.
  16. 16. Thank you!Bruce TemkinCustomer  Experience  Transformist  &  Managing  Partner  Temkin  Group  www.temkingroup.com   For info from this presentation:Chairman,  CXPA   tinyurl.com/TG-CXPA-UK Copyright © 2012 Temkin Group. All rights reserved.
  17. 17. Join and be active! www.CXPA.org Copyright © 2012 Temkin Group. All rights reserved.

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