2016 State of Customer Experience
- Report Description Table of Contents
In our 2016 State of Customer Experience research, Primary Intelligence found that nearly 80 percent of B2B organizations have some type of Customer Experience program in place today. This is essentially unchanged since 2015 and demonstrates the ongoing importance of CX programs and organizations’ commitment to them.
Over 90 percent of CX managers believe the largest benefit from Customer Experience programs is an improved understanding of customer needs. Nearly 80 percent of organizations are using Customer Experience feedback to improve their customer service and support organizations, while 64 percent are using it to improve training opportunities. Other common uses of CX data include identifying product strengths and weaknesses, enhancing the communication process, improving product decisions, and improving responsiveness.
Most CX professionals strongly agree that Customer Experience initiatives improve their organization’s ability to retain customers. However, most CX managers give themselves poor ratings when asked if they have a good understanding of the overall customer experience of their clients. This is largely unchanged since 2015.
How Can This Report Help You?
Managers who are developing new Customer Experience programs, along with veteran cx practitioners, will benefit from the State of Customer Experience findings by understanding operational strategies organizations are using to effectively leverage their cx efforts throughout their organizations. The study will answer key questions surrounding Customer Experience initiatives, including:
- Who within the organization is typically responsible for Customer Experience programs?
- Which vertical industries are most actively involved in CX initiatives?
- What are the key benefits firms derive from customer outreach and engagement?
- How much are firms spending annually to fund Customer Experience efforts?
- How long have cx programs been in place?
- Which groups internally are responsible for analyzing and collecting customer feedback?
- Which levels within customer organizations are routinely asked for feedback?
- Which CX data collection tools are most commonly used today?
- Which stakeholders are providing the greatest support for Customer Experience initiatives?
- What are the key reasons organizations do not set up or continue with CX programs?
- How do the 2016 results compare with 2015 findings?
After examining operational data, we overlay performance metrics on top of operational results. Performance-related metrics are grouped into three categories:
- Company Performance: Measures revenue growth, profitability, employee attrition, customer support performance, customer retention, marketing effectiveness, and product competitiveness.
- Customer Experience IQ: Measures how well companies understand their customers, including knowing what customers want and what’s important to them, knowing what products and services customers buy, knowing and understanding the top challenges faced by customers, knowing the most important priorities and strategic goals of customers, and knowing the business needs or problems customers are trying to solve.
- Program Success: Measures the relative success of CX programs, including metrics such as the ability to retain customers, growth of customer accounts, improving understanding of customers, providing actionable customer insights, improving marketing efforts, and improving product capabilities based on customer feedback.
In this way, Primary Intelligence highlights the relative success (or failure) of operational strategies in terms of their impact on the performance of the organization.
Additionally, we include practical strategies, best practices, and tactics to avoid when conducting CX initiatives based on the nearly 16 years of experience Primary Intelligence has in the field of Customer Experience Analysis.