Are AU/NZ companies paying lip service to customer experience?
Research Group Forrester recently released a report, The State Of Customer Experience Maturity In Australia, 2015, in which they surveyed 52 Australian and New Zealand businesses.
Of those surveyed, from a strategy perspective:
- 98% of respondents say Customer Experience is a strategic priority
- 50% say it’s their top strategic priority
- 75% of firms have made it a top strategic priority for two or more years
- 24% are focused on creating radical Customer Experience innovations
- 24% are changing their business model to align with the experience their customers want
- Those who are focusing merely on incremental improvements to Customer Experience have declined by 9% to 48% since last year
But strangely, nearly 70% of companies say they have not aligned their Customer Experience Strategy to their Corporate Strategy!
From a people and leadership perspective companies are backing up the importance they place on Customer Experience:
- 60% of companies Customer Experience improvements are being led by an executive, up by 11% from 49% in 2014
- the number of companies whose Customer Experience is driven by a chief customer officer or a chief experience officer is up 20% to 24%
- while the number of companies who place this responsibility with a non-executive manager has declined 16% down to 31%
- the number of companies planning to increase their FTE on customer experience teams is 47%
But from a budgeting perspective it does not appear they are putting their money where their mouth is:
- the number of companies with a dedicated budget for customer experience improvement has declined by 21% to 41%
- Those who do not have a dedicated budget, and are not actively considering it, has increased by 11% to 24%
- The number of companies planning to spend more than last year on Customer Experience increased by 4%
While at least the barriers appear to be reducing:
- Lack of cooperation across organisations down 18% to 39%
- Lack of urgency down 5% to 30%
- Lack of a clear customer experience strategy down 11% to 26%