Less than one in ten large businesses qualify as ‘customer-centric’ according to a new research report into customer experience management - but this number has doubled in the past year.
In the new The State of Customer Experience Management 2012 report by consulting firm
Temkin Group, research reveals that only 7% of large companies have reached the highest level of customer experience maturity, a stage that Temkin Group calls "Customer-Centric Organisation."
The four areas that are assessed to quantify customer-centricity are:
- Purposeful Leadership: Do leaders operate consistently with a clear set of values?
- Compelling Brand Values: Do the brand promises drive how you interact with customers?
- Employee Engagement: Are employees aligned with the goals of the organisation?
- Customer Connectedness: Does insight about customers drive decisions across the company?
The research indicated that companies are weakest in employee engagement and compelling brand values
Based on a survey of 255 companies with annual revenues of $500 million plus, the report is now in its third year, and the positive to come out of this year’s findings is that the number of enterprises deemed ‘customer-centric’ has more than doubled over last year.
Nonetheless, one-third of companies are still categorised in the lowest stage of customer experience maturity.
Some of the other findings from the research include:
- Nearly six out of 10 respondents have a senior executive leading customer experience efforts across the company.
- On average, companies have six to eight employees focused on customer experience; 28% have more than 20 employees in this area.
- Nearly 80% of companies with voice of the customer programs report that they are already delivering positive business results.
- Voice of the customer programs run into the most obstacles when it comes to integrating CRM data and analysing social media conversations.
Companies with higher levels of customer experience maturity focus more on employees and culture, less on cutting costs.
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