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July 26, 2006
A Customer Experience Disconnect? 72% of Companies Surveyed Have No Clue…
A recent Bain and Co. survey of 362 firms in a variety of industries illustrated a classic customer experience disconnect. 80% of the firms surveyed believed that they delivered a “superior experience” to their customers. Yet when queried, only 8% of ALL customers felt that these companies delivered one.
So where do you fit? Is your company one of the 20% that KNOWS it isn’t delivering a superior experience? One of the 8% whose self-perceptions is congruent with your customers experience? Or are you among the deluded 72% that thinks things are going much better than they really are?
The companies that garnered praise from the 8% have these three things in common:
1. They design the right offers and experiences for the right customers – those customers who are both highly profitable, and who are most likely to be advocates.
2. They deliver on these propositions by focusing the entire company on them with an emphasis on cross-functional collaboration (for instance, marketing/sales, originations, underwriting, closing and servicing working together).
3. They develop the ability to please these customers again and again, by doing things like continually improving processes, internal training, and establish direct accountability for the customer experience.
It comes down to this: focus on understanding what’s important to your customers, what’s important to you as a business, and find ways to improve your performance in these areas. In brief, identify any gaps in your brand experience, and then close them.
Posted by MCorp. at 26.07.2006 14:48 | Permalink
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