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State of Customer Experience 2015State of Customer Experience 2015Primary Intelligence reached out to Customer Experience (CX) leaders from around the world to understand how they’re implementing and leveraging CX programs. Customer Experience feedback is increasingly critical to B2B firms as they seek to build brand loyalty, increase customer referrals, and drive increased revenue and profitability.

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Customer ExperiencePrograms Today 81% of B2B

organizations conductCX programs today.

?Despite this, CX leaders lack confidence that they have a

good understanding of clients’ overall experiences. Companies without active CX programs have even lower

scores for understanding customers’ experiences.

CX leaders strongly believe that understanding customers’ experiences improves their ability to build brand loyalty and retain customers over the long term.

InsightUnderstanding customers’ overall experiences is one reason for the heightened interest in customer journey mapping—charting

customers’ experiences from initial contact through long-term relationship.

CX Benefits Understand customer needs 86%

Improved customer service/support 70%

Identify best practices 65%

The most significant benefit from CX programs is an improved understanding of customer needs.

InsightThe focus on customer-centric benefits demonstrates an “outward-in” approach most organizations are taking with regard to CX programs.

Annual CX Investment

Unsure21% $50K–100K

12%

$1M+14%

$100K–$500K

30%The highest percentage of companies are spending $100-$500K annually on CX programs.

InsightCX programs with at least $100K in annual spend have the best outcomes in terms of revenue growth,

profitability, and customer retention.

InsightOngoing collection and analysis is a best practice and is supported by higher performance ratings, especially when improving overall

understanding of customers and knowing top challenges customers face.

CX Analysis Frequency

Close to three-quarters of companies analyze customer experience on an ongoing basis with all customers.

67% of organizations collect feedback from multiple levels within customer organizations.

74%

Data Collection Tools

Need for CX Data

Technology has made tracking and reporting on customers’ experiences easier and more accurate. Big data allows companies to know their customers’ buying preferences, drill into specific segments, and predict future buying behavior with astounding accuracy.

CRM/SFAThird Party

Online Survey Tools*

65% 54%

50%

52% 36%70%

10%

I have enough CX data

I need more CX data

*SurveyMonkey,SurveyGizmo, etc.

CX program in place

No CX program

CX Data Access

61%I have real-time

access

I want real-time access

83%83% of CX leaders want real-time access, but only 61% have it.

InsightRetention rates are lower in organizations without CX programs: collectively, 40% of these organizations have customer retention rates of 50% or less.

Better Intelligence. Better Strategy. Better Win Rate.

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To learn more and purchase the State of Customer Experience report, visithttp://www.primary-intel.com/industry-insights/state-of-customer-experience-2015-report-snapshot/

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