INVESTMENT REPORT 2017 Customer Experience ...actionable insights to optimise user experience and...

INVESTMENT REPORT 2017Customer Experience Solutions & Services

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CONTENTS

RETAIL INDUSTRY

FINANCIAL SERVICES INDUSTRY

TELECOMS INDUSTRY

TRAVEL & HOSPITALITY INDUSTRY

CROSS INDUSTRY: CUSTOMER INSIGHT & ANALYTICS

CROSS INDUSTRY: EUROPE

INTRODUCTION 3

4

6

14

12

10

8

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INTRODUCTION

Forget everything you know about customer experience strategy; in this research based report Europe’s top CX executives share

the challenges and biggest investment priorities shaping their 2017 strategies in this definitive guide into CX budget assignment.

New tools, technologies and the continued move towards digital services are presenting fresh challenges for those who are

ultimately responsible for the CX strategy, and coupled with the rising importance of data, mean the CX rulebook has well and

truly been thrown out.

So which challenges are keeping Heads of CX awake at night? And which services and solutions are they prioritising with 2017 just

over the horizon? This in-depth research seeks to outline these critical questions to help understand:

THE RESEARCH

This report has been created with insight from over 500+ senior customer experience executives throughout 2016. Featuring a full

analysis of the most critical challenges facing those responsible for the CX function, as well as a breakdown of the cross industry

customer insight and analytics sector, and offering insight into which solutions and services look set to top investment in 2017.

You will also see a full industry breakdown, responsibility breakdown as well as full financial breakdown of the executives who took

part in this research.

The report will show that no industries are the same as the next, and although CX executives are facing some similar challenges,

including the digitalisation of the world, the challenges forcing them to sit up and pay attention are very much unique to them and

their industry... this is due to consumer behaviour. So how are the FS, Retail, Telecoms, Travel & Hospitality sectors coping with the

growing consumer expectation and which challenges are they most worried about as we move into 2017? Turn over to find out!

The top challenges facing the biggest industries across Europe including the Financial Services; Retail; Telecoms and Travel & Hospitality sectors.

How customer insight & analytics is becoming more critical to the success of CX, and how investment continues to increase in this field.

The areas CX executives are actively investing their 2017 budget on…and much more.

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THE RESEARCH: RETAIL INDUSTRY

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SELECTION OF THE TOP JOB TITLES OF RESPONDENTS:

Global Director of Digital

Innovation Director

EVP Sales, Marketing & Creative

VP & Global Insights Director

Retail Director, Europe

Head of Customer Experience

Head of Digital Experience

Customer Management Director

Global Head of Customer Operations

Global Head of CRM & Analytics

Head of Customer Experience and Analytics

Head of Global Workforce Management

UK

Germany

Ireland

France

Italy

Sweden

The Netherlands

Spain

Belgium

Austria

65

9

6

6

2

2

2

2

2

2

COUNTRY %

REGIONAL RESPONSIBILITY OF RESPONDENTS

The Retail landscape is changing at a faster rate than ever before. Organisations that have typically enjoyed success in the

customer experience field are beginning to lose their foothold, in need of reinvesting in their CX strategies to ensure the com-

petitive gap does not close. This, combined with mergers, acquisitions and other market factors make the Retail industry a chal-

lenging, yet exciting market to be in.

Whilst digital forces continue to disrupt, the high street is standing strong with its own investments to ensure relevance in 2017.

A key priority for CX leaders is being able to create a true omnichannel model; where newly gained insights from data capture

are utilised to deliver consistent and seamless customer experiences across all contact channels, including digital touch points.

Finding the right tools to help them unify platforms, whilst gaining real time customer feedback that can be used to adapt and

improve CX strategies is what continues to be part of the challenge.




BUDGET BREAKDOWN - ANNUAL PERSONAL BUDGET (£) OF RESPONDENTS

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Emotional Engagement

Voice of the Customer (VOC)

Multi-Channel Intergration

68%

Net Promoter Score (NPS)

Big Data

Customer Journey Mapping

Customer Insight

74%

Customer Interaction Management

65%

Video Chat

Training and Employee Development

Customer Experience Management

Analytics

Voice of the Employee

Market Research

58%

Business Intelligence

56%

74%75%

68%

79%

74%

60%

58%

57% 56%

58%

1 - 4MILLION

5 - 9MILLION

10 - 50MILLION

50+MILLION

31% 10% 29% 30%

INVESTMENT PRIORITIES

INDUSTRY BREAKDOWN

21% 15% 9% 9% 11%High Street Fashion Online Retail Luxury Supermarket Other




THE RESEARCH: FINANCIAL SERVICES INDUSTRY

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UK

Ireland

Denmark

Turkey

Benelex

Global

EMEA

84

3

2

2

2

5

2

INDUSTRY BREAKDOWN

30%Insurance

28%Retail Banking

22%Commercial

Banking

16%Consumer Lending

& Credit Cards

3%BuildingSociety

3%ConsumerComplaints

COUNTRY %


Customer experience executives across Europe are on a transformation journey to mould their strategy to the preferences of the

“picky” and “lazy” millennial customer, while ensuring that those who crave in-branch interaction are also accommodated for. This,

combined with a need to rebuild loyalty and trust makes the financial service sector a tricky one to operate in.

Digitisation of the customer experience provides exciting opportunities for leveraging new technology to optimise internal and

external processes. But keeping up with the pace of change in a rapidly evolving industry and upgrading systems and processes

to compete with the market also present a challenge for organisations.




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80% 70%

70%

70%

70%

Customer Insight

CustomerSatisfaction

Voice of theCustomer (VOC)

CustomerJourney Mapping

Online Customer Experience

60% 60% 60%CX

ManagementMulti-Channel

Integration / UnifiedCommunications

Web PortalEnhancements

Net Promoter Score (NPS)

Customer / ChannelLoyalty - Rewards

Programmes

80% 80%

RESPONDENT BREAKDOWN

1 - 4MILLION

5 - 10MILLION

11 - 20MILLION

20 - 50MILLION

64% 23% 11% 3%


JOB TITLE

58%

22%

11%

9%

Director / Head of CX Customer Service

Director / Head of Digital

COO / CMOs & VP

Director / Head of Operations




THE RESEARCH: TELECOMS INDUSTRY

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UK26%

Germany9%

Global10%

Europe22% Ireland5%

Serbia5%

Turkey5%

Netherlands3%

Central Eastern Europe3%

Group2% Sri Lanka2%

Africa and Middle East22%

Curacao 2% EMEA2%

89% of consumers are willing to switch providers as a result of a poor experience (Forrester).

With the ever changing and increasing demands of the customer, delivering an excellent customer experience strategy is becoming

harder than it’s ever been, with customers having more control over how they choose to interact with their telecoms provider.

Emerging technologies and solutions are also influencing and shaping the industry like never before… We spoke to senior executives

from the biggest organisations across the telecoms industry to find out what 2017 holds for customer experience strategists!





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83% 54%

47%

48%

47%

Customer Experience

Management

CustomerSatisfaction

Voice of theCustomer (VOC)

CustomerJourney Mapping

Online Customer Experience

43% 34% 32%Customer

InsightMulti-Channel

Integration / UnifiedCommunications


Big Data Social Networking/ Online Communities/ Social

Customer Service

56% 56%

JOB TITLE

36%

14%

14%

14%

11%

11%

SVP / VP / Director / Head Customer Experience

SVP / VP / Director / Head Customer Contact

SVP / VP / Director/Head Customer Care

SVP / VP / Director / Head Consumer Operations

SVP / VP / Director / Head Customer Sales & Marketing

CCO / CEO / COO

1 - 4MILLION

5 - 9MILLION

10 - 50MILLION

50+MILLION

43% 14% 14% 29%





THE RESEARCH: TRAVEL & HOSPITALITY INDUSTRY

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UK

Germany

France Netherlands

Russia

USA Austria

Dubai United Arab EmiratesItaly

SpainSwitzerland


The travel and hospitality industry holds a lot of power beneath its wings. Customers within this sector place great value on good

experiences because it is those experiences that make or break their long-awaited holidays or business trips. As holidays and

flights can often be a rare occurrence, good experiences can make the all important difference between the flippant and the

forever customer. This is also the case for business travellers for whom travelling is an important part of the routine and where

continued loyalty should be of paramount to the travel and hospitality organisations.

Over the last 6 months, senior executives from across the travel and hospitality industry have had their say regarding the challenges

they’re facing on the road to customer excellence.

Chief Advertising Officer

Chief Customer Journey Officer

Chief Customer Officer

Customer & Marketing Director

Director CRM, Loyalty & Customer Insight

Director of Customer Service

Director of Global Contact Centers

Director, Performance Excellence and Customer Service

Group Head of Customer Insight & Analytics

Head Travel Service Operations

Head of Brand Management & Marketing Communication

Head of Customer Contact Operations and Sales

Head of Guest & Trade Services UK & Ireland

Head of Marketing

Head of Service Innovation

Managing Director

Senior Vice President Customer Experience

Vice President & Managing Director EMEA

Vice President Customer Interaction

Vice President, Loyalty Strategy and Structure

VP Brand, People and Culture

VP Customer Contact Centres

VP Global Customer Operations

VP of Reservations

VP of Travel Service & Care

SELECTION OF THE TOP JOB TITLES OF RESPONDENTS:

8% 50% 10%

6%

2%

2%

2%

6%

2%

4%

6%





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74% 69%

57%67% 52%

Voice ofCustomer

(VOC)

CustomerCommunications

Management

CustomerInteraction

Management

CustomerExperience

Management

CustomerComplaints

Management

49%

48% 46%

CustomerJourneyMapping

Net PromoterScores (NPS)

CustomerInsight


Multi-ChannelIntergration / Unified

Communications

72% 71%


1 - 5MILLION

5 - 10MILLION

10 - 20MILLION

20+MILLION

29% 20% 24% 21%




THE RESEARCH: CROSS INDUSTRY: CUSTOMER INSIGHT & ANALYTICS:

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JOB TITLE

41%

25%

13%

8%

8%

5%

VP/ Director / Head of Customer Insight - Strategy

VP/ Director / Head of Data Analytics - BI - Big Data - Data Science

Director / Head of CRM

Director / Head of Customer Experience

VP / Director / Head of Digital, Innovation & Digital Transformation

COO / CTO / CIO / Chief Data Officer

Capturing customer data and insight has become more of a focus for European organisation and has been identified as key to

helping them meet rising customer expectations. However, capturing relevant information and turning this into valuable and

actionable insights to optimise user experience and drive business decisions has presented the biggest stumbling block for the

industry in 2016.

Customer insight and analytics tools such as Data Quality Enhancement, Customer Segmentation, Predictive Analytics, VoC, BI

& Reporting, and more, are not only helping combat some of the biggest challenges facing organisations but also increasingly

offering companies the competitive advantage they need to transform their understanding of their customers and capitalise on

an ever-connected world.


3

3

1

1

1

1

UK

Belgium

Germany

Denmark

France

Sweden

Switzerland

Turkey

Czech Republic

Hungary

Netherlands

Slovenia

63

12

6

3

3

3

COUNTRY %




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INVESTMENT BREAKDOWN

INDUSTRY BREAKDOWN

PredictiveAnalytics

Data Mining /Cleansing

89%

75%

Customer Journey Mapping

Voice ofEmployee (VOE)

75%

Data QualityEnhancement

Social Insight &Analytics

72%

Social MediaMonitoring

Voice ofCustomer (VOC)

72%

Business Intelligence& Reporting

CustomerLoyalty

71%

84% 82% 80% 78%

Telecoms

FS

Retail

Logistics

Automotive

Electronics

Government

Insurance

Oil & Gas

Online Gaming

Transport

Utilities

Aviation

Biotech

Building

Entertainment

FCMG

Food and Bev

Gaming

IT & Services

Leisure

Media

Newspaper

Online Vet & Medicine

Pharma

Publishing

Sports




THE RESEARCH: CROSS INDUSTRY: EUROPE

The Customer Experience Exchange is currently conducting critical research with the 80 CXOs, VPs and Directors of Customer Experience from the Europe’s most well respected brands including AXA France, KPN, Schneider Electric, Deutsche

Telekom, Barclays, Shell, Dorechester Collection, to name a few, to discover the top customer experience challenges they will be

addressing in 2017 and beyond.

Email [email protected] to be the first one to receive this exclusive research.

In the meantime you might it interesting to review top cross industry customer experience investment priorities for 2016…

HERE ARE THE RESULTS!

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UK

Netherlands

Ireland

France

Austria

Denmark

Germany

Greece

Lithuania

Finland

48

20

7

6

5

4

4

2

2

2

COUNTRY %




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43%

25%

11%

7%

6%

5%

3%

Experience

Service

Marketing / Brand

Insight

Operations

Digital

Transformation

JOB FUNCTION

JOB TITLE BREAKDOWN

President/CXO FVP/SVP/VP MD/Global Director Global Head/Head

5% 7% 40% 48%

INDUSTRY BREAKDOWN

31%FS

20%Retail

16%Telecommunication

15%Travel

& Leisure

10%Utilities

6% 2%Logistics,

Automotive &

Transport

Pharmaceuticals





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Training and Employee Development

MarketResearch

45% 42%


46%Customer Experience

Management

48%Online Customer

Experience

52%Employee

Engagement

55%

Multi-ChannelIntergration / Unified

Communications

61%Customer

Journey Mapping

63%Customer

Insight

68%Voice of

Customer (VOC)

70%

INVESTMENT BREAKDOWN

1 - 4MILLION

5 - 9MILLION

10 - 50MILLION

50+MILLION

30% 20% 35% 15%




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SPONSORSHIP OPPORTUNITESEXPLORE AGENDA

The Customer Experience Exchange is the leading networking event for CX decision makers across Europe. The popular format brings together 80 C-level & VPs/Directors of Customer Experience, Marketing and eCommerce

from Fortune 500 companies to meet, discuss and share best practice to improve the future of customer experience.

Alongside cutting edge and interactive agenda sessions, attendees will have the exclusive opportunity to meet with innovative, future thinking customer experience solutions and services providers.

JOIN THIS INVITATION-ONLY, DIRECTOR LEVEL MEETING TO JOIN:

CEOLondon City Airport

EVP CustomerExperience

KPN

Chief Customer Experience& Digital Officer

BNP Paribas Cardiff

VP Digital CX / BusinessOwner Customer Care Excellence

Schneider Electric

Chief MultichannelMarketing Officer

AXA

VPMarketing

Carlson Rezidor

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