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1 ADDITIONAL DATA EXPERIENCE STRATEGY: CONNECTING CUSTOMER EXPERIENCE TO BUSINESS STRATEGY By Charlene Li with Aubrey Littleton and Omar Akhtar Data cuts by Geography, Gender, and Age July 2017 From the Altimeter Q2 2017 Experience Strategy Survey 1,412 Global Respondents

[REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

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Page 1: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

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ADDITIONAL DATAEXPERIENCE STRATEGY:CONNECTING CUSTOMER EXPERIENCE TO BUSINESS STRATEGYBy Charlene Li with Aubrey Littleton and Omar Akhtar

Data cuts by Geography, Gender, and Age

July 2017From the Altimeter Q2 2017 Experience Strategy Survey1,412 Global Respondents

Page 2: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Methodology & PermissionsExperience Strategy: Connecting Customer Experience to Business Strategy

As part of our research on customer experience strategy, we wanted to understand what elements most strongly contributed to an “ideal customer experience”.

We also wanted to understand what people thought prevented companies from delivering this “ideal customer experience”.

To answer this, Altimeter conducted an online survey of 1,412 people in five geographies: Germany, Japan, Mexico, United Kingdom, and United States, in June 2017.

You can read and download the full report for free at http://bit.ly/altimeter-exp-strategy

You are also welcome to use any part of the report and the data here under our Creative Commons license, as long as you provide attribution and do not use the data for commercial purposes. Commercial use requires permission. The Creative Commons License is Attribution-NoncommercialShareAlike 3.0 United States, which can be found at https:// creativecommons.org/licenses/by-nc-sa/3.0/us/.

We would love to hear your feedback on what you found interesting or challenging about this data. Please send your comments and thoughts to [email protected].

Page 3: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Global ResultsExperience Strategy: Connecting Customer Experience to Business Strategy

17%

19%

30%

36%

49%

52%

Remembers me between and duringvisits

Personalized experience based on mydata

The experience is always consistent

Complete transactions quickly

Can find the information I need quickly

Fast responses to questions orcomplaints

Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

Globally, the answers “Fast responses to questions or complaints”and “Can find the information I need quickly”were clearly the top responses. These top two responses represent what we consider “table stakes” priorities.

Page 4: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Global ResultsExperience Strategy: Connecting Customer Experience to Business Strategy

15%

23%

32%

35%

44%

45%

They don't invest enough intechnology

They don't understand what I need

They don't care about customersatisfaction

Departments don't work well witheach other

They value profit over customers

Lack of good employee training

What do you think prevents companies from providing the ideal customer experience? Please select up to three.

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

We also asked consumers what they think prevents companies from providing the ideal customer experience. “Lack of employee training” received the top votes across the board, followed closely by “They value profit over customers.”

Underlying these responses is a deep-seated belief that companies do not value the experience of a customer as much as their money. Interestingly, across the board, people didn’t think this was a technology problem, but rather one related to priorities and people.

Page 5: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

17%19%

30%

36%

49%

52%

8%

12%

17%

26%

51%

53%

32%

13%

26%28% 29%

50% 49%

18%

15%

36%

42%

51%

57%

47%

Remembers mebetween andduring visits

Personalizedexperience based

on my data

The experience isalways consistent

Completetransactions

quickly

Can find theinformation I need

quickly

Fast responses toquestions orcomplaints

Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.

Global

Germany

Japan

Mexico

UK

US

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

All Country Results versus GlobalExperience Strategy: Connecting Customer Experience to Business Strategy

In the US, the answer “Complete transactions quickly” ranked the highest but was a distant third in other geographies.

And respondents from Japan were almost twice as likely as other geographies to include “Personalized experience based on my data” in their top three choices.

21% 22%

15%

39%

46% 46%

Page 6: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

All Country Results versus GlobalExperience Strategy: Connecting Customer Experience to Business Strategy

People in Japan focused on completely different reasons for the breakdown in delivering good customer experiences, with the top response being that departments don’t work well with each other.

And Japanese respondents were twice as likely to believe that companies don’t understand what consumers need than respondents from other countries.

15%

23%

32%

35%

44% 45%

14%

22%

24%

33%

41%

34%

10%

45%

34%

51%

43% 42%

20% 20%

31%

28%

44% 43%

14%16%

34%

37%

50%48%

16%15%

35%

29%

44%

51%

They don't investenough in

technology

They don'tunderstand what I

need

They don't careabout customer

satisfaction

Departments don'twork well with

each other

They value profitover customers

Lack of goodemployee training

What do you think prevents companies from providing the ideal customer experience? Please select up to three.

Global

Germany

Japan

Mexico

UK

US

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

Page 7: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Global and Geography DataExperience Strategy: Connecting Customer Experience to Business Strategy

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.

Global Germany Japan Mexico UK US

Remembers me between and during visits 17.1% 8.3% 21.2% 13.2% 17.9% 22.1%

Personalized experience based on my data 19.4% 12.2% 31.6% 26.4% 14.7% 15.0%

The experience is always consistent 29.6% 16.5% 22.0% 28.4% 35.9% 39.3%

Complete transactions quickly 36.4% 26.4% 31.2% 29.2% 41.8% 46.9%

Can find the information I need quickly 48.7% 51.2% 48.0% 49.6% 51.0% 45.7%

Fast responses to questions or complaints 51.8% 53.1% 57.2% 48.8% 56.6% 46.4%

n= 1412 254 250 250 251 407

What do you think prevents companies from providing the idealcustomer experience? Please select up to three.

Global Germany Japan Mexico UK US

They don’t invest enough in technology 14.9% 13.8% 10.4% 19.6% 13.5% 16.2%

They don’t understand what I need 22.7% 22.4% 44.8% 20.4% 15.5% 15.0%

They don’t care about customer satisfaction 31.8% 23.6% 33.6% 30.8% 33.9% 35.1%

Departments don’t work well with each other 34.8% 32.7% 51.2% 27.6% 37.1% 29.2%

They value profit over customers 44.2% 40.6% 42.8% 43.6% 49.8% 44.2%

Lack of good employee training 44.5% 33.9% 42.4% 43.2% 47.8% 51.4%

n= 1412 254 250 250 251 407

Page 8: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Gender CutExperience Strategy: Connecting Customer Experience to Business Strategy

17%

20%

30%

37%

52%

53%

17%

20%

30%

37%

46%

52%

Remembers me between and during visits

Personalized experience based on my data

The experience is always consistent

Complete transactions quickly

Can find the information I need quickly

Fast responses to questions or complaints

Thinking of your ideal customer experience, which of the following are most important to you?

Please select up to three.

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

We also found that women were much more likely than men to want to find information quickly.

Male

Female

Page 9: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Gender CutExperience Strategy: Connecting Customer Experience to Business Strategy

13%

21%

33%

37%

45%

49%

19%

24%

31%

34%

46%

43%

They don't invest enough in technology

They don't understand what I need

They don't care about customer satisfaction

Departments don't work well with each other

They value profit over customers

Lack of good employee training

What do you think prevents companies from providing the ideal customer experience? Please select up to three.

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

Women were also

slightly more likely to

believe that poor

employee training

results in poor customer

experiences.

Male

Female

Page 10: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Gender DataExperience Strategy: Connecting Customer Experience to Business Strategy

Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.

Global Female Male

Remembers me between and during visits 17.1% 17.2% 16.8%

Personalized experience based on my data 19.4% 20.2% 20.3%

The experience is always consistent 29.6% 30.0% 30.0%

Complete transactions quickly 36.4% 37.1% 37.3%

Can find the information I need quickly 48.7% 51.8% 45.7%

Fast responses to questions or complaints 51.8% 52.8% 51.9%

n= 1412 564 630

What do you think prevents companies from providing the ideal customer experience? Please select up to three.

Global Female Male

They don’t invest enough in technology 14.9% 12.6% 18.6%

They don’t understand what I need 22.7% 21.5% 23.7%

They don’t care about customer satisfaction 31.8% 33.2% 31.3%

Departments don’t work well with each other 34.8% 37.4% 33.7%

They value profit over customers 44.2% 44.9% 46.2%

Lack of good employee training 44.5% 48.8% 42.9%

n= 1412 564 630

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

Page 11: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Age CutExperience Strategy: Connecting Customer Experience to Business Strategy

Adults age 65+ were more much more likely to want to complete transactions quickly.

15%

19%

28% 28%

50%

47%

17% 18%

29%

35%

49% 49%

14%

19%

26%

42% 41%

50%

20%

27%31%

34%

49%

57%

21% 23%

31%

40%

54%57%

16% 17%

35%

50%53%

62%

18-24

25-34

35-44

45-54

55-64

65+

Remembers me

between and

during visits

Personalized

experience

based on my

data

The experience

is always

consistent

Complete

transactions

quickly

Can find the

information I

need quickly

Fast responses

to questions or

complaints

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

Page 12: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Age CutExperience Strategy: Connecting Customer Experience to Business Strategy

Adults 65+ were more likely to believe that poor employee training results in poor customer experiences, and that companies value profit over customers.

Young adults age 18-34 were more likely to believe that companies don’t invest enough in technology.

21% 22%

30% 30%

34%37%

18%

25%28%

35%

46%43%

13%

20%

31%

40%

47%46%

16%

24%

34%

37%

46%49%

14%

24%

35% 35%

48% 47%

12%

24%

42%

36%

58% 58%18-24

25-34

35-44

45-54

55-64

65+

They don’t

invest enough is

technology

They don’t

understand

what I need

They don’t care

about customer

satisfaction

Departments

don’t work well

with each other

Lack of good

employee

training

They value

profit over

customers

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey

Page 13: [REPORT DATA] Experience Strategy: Connecting Customer Experience to Business Strategy

Age Segment DataExperience Strategy: Connecting Customer Experience to Business Strategy

Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.

18-24 25-34 35-44 45-54 55-64 65+

Remembers me between and during visits 15% 17% 14% 20% 21% 16%

Personalized experience based on my data 19% 18% 19% 27% 23% 17%

The experience is always consistent 28% 29% 26% 31% 31% 35%

Complete transactions quickly 28% 35% 42% 34% 40% 50%

Can find the information I need quickly 50% 49% 41% 49% 54% 53%

Fast responses to questions or complaints 47% 49% 50% 57% 57% 62%

n= 200 265 230 169 159 139

What do you think prevents companies from providing the idealcustomer experience? Please select up to three.

18-24 25-34 35-44 45-54 55-64 65+

They don’t invest enough in technology 21% 18% 13% 16% 14% 12%

They don’t understand what I need 22% 25% 20% 24% 24% 24%

They don’t care about customer satisfaction 30% 28% 31% 34% 35% 42%

Departments don’t work well with each other 30% 35% 40% 37% 35% 36%

They value profit over customers 34% 46% 47% 46% 48% 58%

Lack of good employee training 37% 43% 46% 49% 47% 58%

n= 200 265 230 169 159 139

Base: 1,412 respondents

Source: Altimeter Q2 2017 Experience Strategy Survey