The Five Levels of Customer Experience Maturity
Bruce Temkin, Vice President & Principal Analyst, Forrester Research
Where are you on your customer experience journey? Do you believe it’s a journey or a destination?
….definitely NOT a destination. But, you can make progress along your journey to a point where customer centricity is “embedded” in your culture.
Bruce began with a great story of how ‘build it and they will come’ does NOT work! Implosions will result!! The right customer experience is attained from direct customer input and engagement with your company.
I was fascinated by Bruce’s research showing that while nearly 90% of companies responded that customer experience is ‘very important’ to ‘critical’, far fewer actually have a clear strategy or commitment to improve it. And more than 1/3rd of respondents haven’t even started on the journey.
Where is your company on the customer experience journey?
Bruce took us through the five critical stages:
In additional research to be published in 2009, Bruce also found a high correlation between customer experience and likelihood to recommend across many industries. But, the reality of the experience in most industries is far below creating promoters. Why? Companies focus “inside-out” instead of “outside-in”. The trend has to be reversed!
Ok, so how can companies reverse the trend? ….. “Experience Based Differentiation”.
Bruce shared the three principles of “experience based differentiation” that allow us to “Interact with target customers in a manner that consistently builds loyalty”.
- Obsess about customer needs, not product features
- Reinforce the brand with every interaction, not just communications.
- Treat customer experience as a competence, not a function.
Maturity along the customer experience journey takes HARD WORK and it takes time! No quick fix can be sustainable!
When will you get started?
Join in the conversation on Bruce’s customer experience blog!