2012 BENCHMARKING REPORT · benchmark for the industry. See how your firm compares to your peers...
Transcript of 2012 BENCHMARKING REPORT · benchmark for the industry. See how your firm compares to your peers...
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2012 BENCHMARKING REPORT
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From March 26 to 28, 2012, the team at the Next Generation CustomerExperience Event presented a benchmarking questionnaire to its audience of more than 200 attendees. The goal of the session was to provideparticipants with a better understanding of how their organizationsstacked up against the rest of the industry regarding length of time spentin customer experience roles, level of investment into customer experiencedepartments, challenges customer experience professionals face, ability to get funding for customer experience initiatives, KPI’s and more.
Approximately 60 people responded to the comprehensive survey. Theirroles ranged from Vice President of Customer Experience to Director ofCustomer Insights to Vice President of Marketing and more, and theycame from companies as diverse as Boeing, Disney and Wells Fargo.
Executives across verticals shared valuable insight into their customerexperience departments and business operations to create an effectivebenchmark for the industry.
See how your firm compares to your peers and competitors by viewing the results throughout this report.
NEXT GENERATIONCUSTOMER EXPERIENCEBENCHMARKING REPORT
2012
“A must for any company looking to establish aconsistent, multi-channel strategy and cultureof exceptional customer experience.”Rahel Ben-Cnaan, Zumba Fitness
The 2012 Next Generation Customer Experience Benchmarking Report2
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38% Other
25% VP/Director Customer Experience
13% eCommerce/eMarketing (VP, Director, etc)
10% Customer Insights (VP, Director, etc)
7% Customer Support (VP, Director, etc)
5% Chief Marketing Officer
5% VP, Marketing
17% < 1 Year
34% 1-3 Years
29% 3-5 Years
11% 5-8 Years
8% > 8 Years
BENCHMARKING SURVEY
WHAT IS YOUR CURRENT JOB TITLE?
VP/DIRECTORCUSTOMEREXPERIENCE
< 1 YEAR 1-3 YEARS 3-5 YEARS 5-8 YEARS > 8 YEARS
25%
HAVE BEEN IN THEIRCURRENT ROLE BETWEEN1 AND 3 YEARS
34%
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2 HOW LONG HAVE YOU BEEN IN YOUR CURRENT ROLE?
3 The 2012 Next Generation Customer Experience Benchmarking Report
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BENCHMARKING SURVEY
HOW LONG HAS CUSTOMER EXPERIENCE BEEN AFOCUS AT YOUR ORGANIZATION?
6% < 1 Year
16% 1-2 Years
21% 2-3 Years
52% > 3 Years
5% Not a focus yet
CUSTOMER EXPERIENCEHAS BEEN A FOCUS FOR
FOR 52% OF PARTICIPANTS
>3 YEARS
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4 DOES YOUR ORGANIZATION HAVE A SEPARATECUSTOMER EXPERIENCE DEPARTMENT?
< 1 YEAR 1-2 YEARS 2-3 YEARS 3+ YEARS NOT A FOCUS
6%
16%21%
52%
5%
53% Yes, it is separate
51% No, it is within another department
YES,it is separate53%
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BENCHMARKING SURVEY
HOW HARD IS IT TO GET INTERNAL APPROVAL FORRESOURCES AND FUNDING FOR A NEW CUSTOMEREXPERIENCE ROLE/INITIATIVE?
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6 RANK THE FOLLOWING AREAS FROM ONE TO FIVE, ONEBEING THE TOP PRIORITY FOR YOUR BUDGET PLANS,FIVE BEING YOUR LEAST BUDGET PRIORITY AREA.
39% Slightly difficult
31% Difficult
26% Somewhat easy
6% Very difficult
0% Easy
SAID IT ISSLIGHTLYDIFFICULT39%
WEBSITE IN-STORE CALL EMPLOYEE SOCIAL MOBILECENTER TRAINING MEDIA
MORE THAN HALF OFRESPONDENTS SAID THEIR
IS EITHER FIRST OR SECONDPRIORITY WHEN IT COMESTO BUDGET ALLOCATION.
WEBSITE
Other Areas OfInvestment Include:• Technology to link all areas• Brand/ consumer/ marketplace/
competitive info• Data management/CRM• Product content• Media (outdoor, magazines)• None of the above• Advertising• People resources to fix processes
1 2 2 3 4 5
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BENCHMARKING SURVEY
WHAT IS YOUR GREATEST OBSTACLE TO IMPLEMENTING A CUSTOMER EXPERIENCE STRATEGY?
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30% Internal Resources
22% Lack of strategy
17% Budget
14% Executive buy-in
14% Execution
13% Other
INTERNALRESOURCES30%
8 WHAT ARE THE KPI’S FOR YOUR CUSTOMER EXPERIENCETEAM AND DEPARTMENT, OR HOW DO YOU JUSTIFYEXISTING AND ADDITIONAL EXPENDITURE?
USE SATISFACTION-BASEDMETRICS62%
SATISFACTION REVENUE LOYALTY RETENTION ENGAGEMENT PROFITBASED BASED BASED BASED BASED BASED OTHER
34%
26%
21%
16%5%
3%
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40% 40%
BENCHMARKING SURVEY
WHICH METHODOLOGY DO YOU USE FOR CAPTURINGCUSTOMER SATISFACTION AND LOYALTY?
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46% NPS (Net Promoter Score)
10% CLI (Customer Loyalty Index)
8% None
0% Kano Method
USE NPS (NETPROMOTERSCORE)46%
IN WHICH OF THE FOLLOWING AREAS DO YOUCURRENTLY PARTNER WITH SOLUTION PROVIDERS TOHELP WITH CUSTOMER EXPERIENCE INITIATIVES?
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54%
31%25%
2%19%
PARTNER FOR CUSTOMERANALYTICS/FEEDBACK58%
CUSTOMER MARKET WEB SOCIAL CRM CONSULTING ANALYTICS/ RESEARCH EXPERIENCE MEDIA RELATIONSHIP INTERNAL FEEDBACK DESIGN MONITORING MANAGEMENT CUSTOMER MOBILE ALL
EXPERIENCE EXPERIENCE CUSTOMER IN-HOUSE
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BENCHMARKING SURVEY
DO YOU HAVE A MULTI-CHANNEL CUSTOMER STRATEGYIN PLACE?
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34% No, we do not have a multi-channelcustomer strategy in place
27% Yes, we have a multi-channel customerstrategy in place
34%
12 WITHIN YOUR ORGANIZATION, WHERE DO YOU SEE THEBIGGEST OPPORTUNITY FOR CUSTOMER EXPERIENCEIMPROVEMENT IN 2012/2013?
19% 19%
10%17%
32%
3%7%
34%
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DONOT
SEE BIGGEST OPPORTUNITYIN THEIR WEBSITE
WEBSITE EMPLOYEE IN-STORE CALL MOBILE SOCIAL OTHER ALLDEVELOPMENT TECHNOLOGY/ CENTER MEDIA OF THE
INTEGRATION ABOVE
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BENCHMARKING SURVEY
HAVE YOU SEEN MEASURED SUCCESS FOR ACUSTOMER EXPERIENCE INITIATIVE YET?
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13aIF YES, HOW DID YOU MEASURE SUCCESS?
35% Yes, we have seen measured success from a customer experience initiative
28% No, we have not seen measured success from a customer experience initiative
The majority of respondents measured successbased on four key metrics. First place was
followed byin second place, in third,and fourth place went to
INCREASED CUSTOMER LOYALTY,INCREASED CUSTOMER ENGAGEMENTINCREASED PROFITSINCREASED CUSTOMER BASE.
Other metrics used included:• Increased satisfaction for phone contact• Increased customer retention
• Traffic engagement• Customer satisfaction
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35% Have
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ABOUT NEXT GENERATIONCUSTOMER EXPERIENCE
The Next Generation Customer Experience Event brings together more than 250 senior level executives to shareinnovative, cross-industry customer experience strategies. Whether you’re looking for ideas on how to gain buy-infrom the C-Suite, achieve a single customer view or interpret customer feedback, NGCE focuses on every aspect ofthe customer experience across all touch points.
Join us March 11 to 13, 2013 at the Rancho Bernardo Inn in San Diego, CA as we bring together the biggest brandsand brightest minds in the industry to share their lessons learned.
To register or for program information, please visit www.the-customer.com, call: 1-646-200-7530, or email:[email protected]
“Engaging speakers, relevant content and real-world applications presented. Extremelyvaluable customer experience education!”Diane Ferraro, Director of Brand Experience and Marketing, Robbins Brothers, The Engagement Ring Store
“Excellent speakers,content, peers”Stephen Sloan, Director, CustomerExperience, Harry & David
“First, thank you for all you did to makethe conference a success. I got so muchvalue from the conference this year – Ican’t wait to start implementing someof the ideas and starting some of theneeded conversations in our company.”Chad Toppas, Senior Consumer Experience Analyst, Nintendo of America, Inc.
“The Next Generation CustomerExperience program was excellent forboth attendees and vendors. There was agreat deal of information and idea sharingacross the event. It was an excellent way tonetwork and meet fellow colleagues andcustomers.”
- Peter Whalen, EVP, Americas, Confirmit
“Overall a great experience filled with a diversecollection of very passionate professionals sharingbest practices related to improving the customerexperience. I was able to take away many nuggetsthat are applicable to our business. Looking forwardto digesting all the materials I brought back.”
- Darrell E. Rowe, Director Education & Development,Bridgestone Retail Operations, LLC
“In addition to a wealth of information about movingcustomer experience to the next level in myorganization, I met some amazing like-mindedprofessionals to share ideas and best practices, whoshare a passion for customer experience.”
- Suzanne Hasbrouck, Giant Eagle, Senior Manager ofCustomer Service Development
“The Next Gen Customer Experience Conference wassuch an inspirational event! We heard from amazingspeakers who gave us great best practices and gotour team thinking about how we could integratesimilar ideas into our own business. Unlike otherconferences I have attended, I felt there was a trulyinteractive environment. The format really allowed usto converse with our peers and speakers. It alsoturned out to be a great networking event for us.”
- Cassie Alvey, Director of Marketing, Mrs. Fields Cookies
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