Octofinder

Wanted: customer experience leadership to fill a vacuum. First one to do so, wins!

by Marc Sokol on August 16, 2011

The 2011 Temkin Customer Experience Ratings are out. I look forward to most anything Bruce Temkin has to report about the state of customer experience, and this report is worth a look.

This is the graphic that always grabs my attention.  What do you notice?

See the averages across different industries?  Pretty sad, especially beyond the first two industries listed.

Now look at the range of scores.  A few industries include companies that reach a ‘strong’ customer experience rating  (no one achieves ‘very strong’ customer experience rating), but boy can some companies across almost every industry rack up very weak levels of customer experience!

Every company wants to differentiate from its competitors. Some achieve this through cost control, the discipline of operational excellence and passing those saving along to customers.  Some through innovation and leading with the next new thing.  So why aren’t customer experience ratings higher?

The opportunity to lead in every industry via customer experience seems to be waiting for whomever is really ready to step up.

For all that is written about delighting customers, something is not translating into action.  At best, this is the gap between knowing and doing.  At worst, this is reflecting choices, when push comes to shove, to prioritize everything but customer experience.

I know you are thinking it’s not you or your company; it’s the other guy and their company.

So why aren’t you stepping up to take the leadership advantage through customer experience?

BestCustomerConnection, by Marc Sokol

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{ 2 comments… read them below or add one }

Adrian Swinscoe August 17, 2011 at 8:37 am

Hi Marc,
Thanks for sharing this. Whilst I suspect that Mr Temkin’s results are based on US-data, I believe that the challenge in the UK would be broadly similar.

You highlight the difference between knowing and doing but do you not think that there may be another factor involved here…..recognising (that the marketplace and environment has changed)?

Adrian

Marc Sokol August 17, 2011 at 10:50 am

Hi Adrian,

You raise an interesting point. It is hard to believe companies would not recognize that in significant ways the marketplace and environment have changed: dramatic changes in technology (social media, cloud, mobile), global reach and emergence of new markets, the economic roller coaster, demographic and social/generational trends. There is so much change, it would take massive denial not to recognize at least some of it.

All of which leads me to speculate that it’s not so much a matter of not seeing the events of change, as much as it is not being able to see and anticipate the implications of these changes on customer behavior. I suppose one can see many trees at once and not recognize they are in a forest. Where is that GPS when you need one?

Marc

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