Most customer experience programmes fail to reach the level of maturity required to deliver tangible outcomes and financial benefits to the business, according to customer experience expert Andrew Grant who takes to the stage at AM’s forthcoming Customer Service Summit.
Taking place on April 14 at Whittlebury Hall Hotel, near Silverstone, the Customer Service Summit is the first conference of its kind for AM and aims to help dealers devise the very best customer experience strategy drawing on the specialist knowledge of practitioners and industry colleagues.
Full service customer experience agency MaritzCX vice president of automotive, Grant will highlight the findings of its white paper ‘Customer experience maturity leads to financial gain’, which identified how only a few companies had progressed their strategies to deliver quantifiable business outcomes.
Grant (pictured) said: “Most companies have bogged down their customer experience strategy in the metrics which has resulted in score chasing rather than achieving business outcomes. Companies need to stop chasing scores and start chasing outcomes.”
The study questioned 4,000 CX professionals around the world and found that whilst customer experience had now become an operational priority with airlines, consumer packaged goods, breweries, apparel and supermarkets leading the way, they weren’t having the desired impact.
More than half (56%) of those surveyed had a formal CX programme in place, but 72% of CX managers thought their programmes were not as successful as they should be.
By examining the data, MaritzCX identified key processes and approaches which differentiated those companies with effective programmes.
The insights led to the development of its eight-pronged ‘framework’ of CX maturity with those at the pinnacle, step eight, reaping the benefits in terms of generating higher profits and customer retention.
Grant said: “Many companies find they are placed towards the bottom of the curve which means that at best they have a formal or informal strategy in place for obtaining feedback, measuring, responding and recovering situations that arise. In fact almost half of the companies we investigated were at the very beginning point on our scale.
"Part of the problem with being able to move beyond this point is the misguided belief that implementing more listening posts results in a better customer experience. Quite simply, it’s the age-old conundrum of knowing but not doing.”
Grant will highlight best practice using examples from their work with manufacturers from volume and premium brands around the world, as well as exceptional CX strategies at work in other sectors and geographies. He will outline how a company can reach the CX pinnacle – the ‘enculturate’ stage whereby the customer focus is ingrained in the very fabric of the organisation and customer data drives decision-making.
He said: “By developing CX strategies further, companies can identify growth opportunities. Companies which reach the top stage are the ones which evolve their strategy according to customer demand and the changing landscape as well as continuing to innovate to both delight customers and anticipate their needs.”