This is the results of a survey sponsored by Satmetrix and SimplyDIRECT (www.SimplyDIRECT.com) about strategies for Improving Customer Experience. 48 executives have participated.

1. Strategies
for
Improving
Customer
Experience
Summary Results May, 2012

2. Observa(ons
and
Conclusions
 Virtually all responders rate earning customer loyalty as central to their organization’s core values.
 In measuring customers’ experiences, responders rely most on online customer surveys, followed by face-to-face
discussions. Half of responders report that closing the loop with customers, followed by tracking across multiple
channels are their most significant challenges with measuring customer experience.
 While Facebook and Twitter dominate social media, nearly half of responders use individual blogs & online
communities to monitor and track customers’ experiences.
 65% of the responders have a customer experience initiative in place or in implementation, and nearly a third of
responders are in the planning phase or are exploring options for a customer experience initiative.
 More than a fifth of responders are unable to calculate the ROI on their customer experience initiatives – however 13%
do show significant ROI returns, and 2% have achieved transformative ROI.
 NPS dominates as the preferred customer loyalty index; responders choose NPS twice as often as all others combined.
 69% of responders prefer licensed 3rd party solutions for implementing a customer experience management system,
rating it 3 or above on a 5 point scale. Of those who chose 3rd party solutions, 58% also chose cloud solutions; of those
strongly preferring third party solutions, 72% also showed a preference for cloud-based solutions.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 2 and digital form without the express written consent of Gatepoint Research and Satmetrix.

3. Program
Overview
 In April 2012, Gatepoint Research invited selected executives to participate in
a survey themed Strategies for Improving Customer Experience.
Candidates were invited via email and 48 executives have participated to date.
 80% of responders are at the Director Level or above.
 87% of responders are executives working for organizations generating at
least $1.5 billion annual revenue.
 100% of responders participated voluntarily; none were engaged using
telemarketing.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 3 and digital form without the express written consent of Gatepoint Research and Satmetrix.

4. How
would
you
assess
the
level
to
which
earning
customer
loyalty
is
a
core
value
throughout
your
organiza(on?
(Rate
1
to
5,
1
=
completely
disagree,
5
=
completely
agree)
70%
58%
60%
50%
40%
31%
30%
20%
10%
6%
4%
0%
0%
Not
a
core
value
(1)
2
3
4
Most
important
core
value
(5)
Most responders rate earning customer loyalty as central to their
organization’s core values.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 4 and digital form without the express written consent of Gatepoint Research and Satmetrix.

5. How
do
you
use
surveys
to
measure
your
customers’
experiences?
(Responders
can
choose
more
than
one
answer)
Online
79%
Face-­‐to-­‐face
discussions
63%
By
phone
52%
Postal
mail
25%
We
do
not
do
surveying
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
In measuring customers’ experiences, responders rely most on online customer
surveys followed by face-to-face discussions.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 5 and digital form without the express written consent of Gatepoint Research and Satmetrix.

6. Where
do
you
monitor/track
your
customers’
experiences
using
unsolicited
responses
via
social
media?
(Responders
can
choose
more
than
one
answer)
Facebook
60%
TwiUer
58%
Customer
Industry
online
communi(es
46%
Customer
company
blogs
46%
LinkedIn
29%
0%
10%
20%
30%
40%
50%
60%
70%
While Facebook and Twitter dominate social media, nearly half of responders use
individual blogs & online communities to monitor and track customers’
experiences.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 6 and digital form without the express written consent of Gatepoint Research and Satmetrix.

7. Which
of
the
following
represent
the
most
significant
challenges
for
your
company
when
measuring
customer
experience?
Closing
the
loop
with
customers
50%
Tracking
across
mul(ple
44%
channels
Tracking
customer
comments
35%
across
social
media
GeYng
buy-­‐in
on
value
of
27%
customer
experience
metrics
Employee
engagement
27%
Lack
of
agreement
on
what
27%
metrics
to
use
0%
10%
20%
30%
40%
50%
60%
Half of responders report that closing the loop with customers, followed by
tracking across multiple channels, are their most significant challenges with
measuring customer experience.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 7 and digital form without the express written consent of Gatepoint Research and Satmetrix.

8. How
would
you
and
your
execu(ve
team
rate
your
company’s
customer
experience
for
your
industry/market
segment?
(Rate
1
to
5,
1
=
lagging
all
compe(tors,
5
=
beUer
than
all
compe(tors)
60%
48%
50%
40%
29%
23%
30%
20%
10%
0%
0%
Lagging
all
compe(tors
2
3
4
BeUer
than
all
(1)
compe(tors
(5)
Responders report that they rate their customer experience as mostly better than
their competitors within their industry or market segment.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 8 and digital form without the express written consent of Gatepoint Research and Satmetrix.

9. Are
you
planning
or
currently
execu(ng
a
customer
experience
ini(a(ve?
Ini(a(ve
is
up
and
running
42%
In
implementa(on
phase
23%
In
planning
phase
19%
Exploring
op(ons
10%
Neither
planning
nor
execu(ng
6%
We
started,
but
put
it
on
hold
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
65% of the responders have a customer experience initiative in place or in
implementation, and nearly a third of responders are in the planning phase or are
exploring options for a customer experience initiative.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 9 and digital form without the express written consent of Gatepoint Research and Satmetrix.

10. What
level
of
ROI
have
you
achieved
with
your
customer
experience
ini(a(ves?
Too
soon
to
tell
29%
Unable
to
calculate
ROI
23%
Modest—has
paid
for
itself
21%
Strong,
with
significant
returns
13%
Have
not
had
an
ini(a(ve
10%
Below
expecta(ons
2%
Transforma(ve
(>25%
increase)
2%
0%
5%
10%
15%
20%
25%
30%
35%
More than a fifth of responders are unable to calculate the ROI on their
customer experience initiatives – however 13% show significant ROI
returns, and 2% have achieved transformative ROI.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 10 and digital form without the express written consent of Gatepoint Research and Satmetrix.

11. Is
your
company
using
Net
Promoter
Score™
(NPS®)
or
a
similar
index
to
measure
customer
loyalty?
Using
NPS
for
more
than
12
33%
months
Using
different
measurement
17%
index
Using
NPS
for
less
than
12
15%
months
Not
familiar
with
NPS
15%
Familiar
with
but
not
using
13%
Ac(vely
considering
using
NPS
8%
0%
5%
10%
15%
20%
25%
30%
35%
NPS dominates as the preferred customer loyalty index; responders
choose NPS twice as often as all others combined.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 11 and digital form without the express written consent of Gatepoint Research and Satmetrix.

12. What
are
your
preferences
for
implemen(ng
a
customer
experience
management
system?
(Rate
1
to
5,
1
=
least
desirable;
5
=
most
desirable)
Least
Desirable
(1)
2
3
4
Most
Desirable
(5)
40%
35%
33%
33%
31%
31%
30%
25%
25%
23%
21%
20%
19%
17%
17%
15%
15%
15%
13%
13%
10%
10%
10%
8%
6%
6%
5%
0%
0%
Licensed
3rd
party
solu(on
Outsource
development
Build
in-­‐house
Use
cloud-­‐based
solu(on
69% of responders prefer licensed 3rd party solution, and 50% prefer a cloud-based
solution for implementing a customer experience management system.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 12 and digital form without the express written consent of Gatepoint Research and Satmetrix.

13. If
you
use
3rd
party
solu(ons
for
a
customer
experience
management
system,
would
you
also
use
cloud
based
solu(ons?
(Rate
1
to
5,
1
=
least
desirable;
5
=
most
desirable)
Rated
3
or
above
on
both
3rd
party
solu(ons
&
cloud
58%
Rated
4
or
5
on
both
3rd
party
solu(ons
&
cloud
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Of those who chose 3rd party solutions, 58% also chose cloud solutions. Of those
strongly preferring third party solutions, 72% also showed a preference for cloud-
based solutions.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 13 and digital form without the express written consent of Gatepoint Research and Satmetrix.

14. What
department/func(on
is
responsible
for
driving
customer
experience
ini(a(ves?
Marke(ng
38%
Customer
Experience
27%
organiza(on
Opera(ons
13%
Other
10%
Sales
10%
Execu(ve
champion
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
65% of responders’ organizations rely on either their marketing department or a
customer experience organization to drive and own customer experience
initiatives.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 14 and digital form without the express written consent of Gatepoint Research and Satmetrix.

15. Profile
of
Responders:
Job
Level
VP
43%
Director
33%
CxO
Manager
4%
20%
80% of responders are Director level or above.
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 15 and digital form without the express written consent of Gatepoint Research and Satmetrix.

16. Profile
of
Responders:
Organiza(on
Revenue
>$1.5
Billion
87%
$500-­‐1,500
Million
13%
87% of responders have revenue of more than $1.5 billion
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
Slide 16 and digital form without the express written consent of Gatepoint Research and Satmetrix.

17. About
Satmetrix, provides cloud-based customer experience software that helps
organizations engage with their customers and take action on their feedback
to build stronger customer loyalty. In this way, Satmetrix focuses on helping
companies build profitable, sustainable growth through more loyal customer
relationships. As co-developer of the industry-leading Net Promoter®
methodology, Satmetrix has hundreds of successful deployments spanning
a wide range of industries and operating in many countries.
For more information, visit www.satmetrix.com
Copyright © 2012. Gatepoint Research. All rights reserved. The information contained in this report is the sole property
of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print
and digital form without the express written consent of Gatepoint Research and Satmetrix.