Show Me How You Care
A new study from the Peppers & Rogers Group in partnership with SAS asked companies globally about their management of their customers’ experiences.
Almost half of the respondents (47%) reported lacking customer experience management processes, yet 85 per cent say the customer experience will play a critical role in their competitiveness. And we’re talking about companies of scale – one of the criteria to take the survey included revenue of at least $100 million (Canadian).
232 respondents at companies in the following countries completed the online survey (51 from Canadian companies): U.S., France, Italy, Germany, Brazil, Australia, India, Sweden, Canada and the United Arab Emirates.
It seems Canadian companies lead in the measurement of customer affinity compared to their global counterparts – 72% reported using key performance indicators such as customer satisfaction scores and 68% report measuring customer attitudes and perceptions of the company compared to the global benchmarks of 46% and 50% respectively.
But just 12% report being good or excellent at creating a complete and integrated view of the customer across multiple products and channels – insights that can lead to actions that will give customers cause to ‘feel the love’.
There’s a lot of rich data in the study report detailing the Canadian findings. There’s also a webcast (produced by SAS) where Canadian panelists react to the study findings (including CMA’s Chair of its Integrated Marketing and Customer Experience Council).
Finally – you can get a score of your company’s customer experience maturity by taking this 5 minute survey.
