Are AU/NZ companies paying lip service to customer experience?

AZ-NZResearch 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%

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Beyond Philosophy | CX Consultants | Customer Experience

Customer Experience, Design Thinking, Innovation, Strategy and Leadership

I J Golding

Just another WordPress.com site

Virgin - Richard

Customer Experience, Design Thinking, Innovation, Strategy and Leadership

Successful Outcomes

Customer Experience, Design Thinking, Innovation, Strategy and Leadership

The Customer & Leadership Blog

provocative conversations: questioning conventional wisdom / stimulating original thinking

Seth Godin's Blog on marketing, tribes and respect

Customer Experience, Design Thinking, Innovation, Strategy and Leadership

%d bloggers like this: