Results from a survey of customer experience activities at more than 400 companies

1. Temkin
Group
Insight
Report
May
2010
Customer
Experience
Survey
Summary
Of
Overall
Responses
By
Bruce
Temkin
Customer
Experience
Transformist
&
Managing
Partner
Temkin
Group
May
2010
Temkin
Group
info@temkingroup.com
617-­‐916-­‐2075
www.temkingroup.com

2. Overview
of
this
report
This
report
was
compiled
from
a
survey
that
was
conducted
by
the
Temkin
Group
during
May
2010.
The
purpose
of
the
research
was
to
idenQfy
the
“current
state”
of
customer
experience
within
companies.
The
results
of
this
research
highlight
that
companies
have
a
strong
desire
to
improve
their
customer
experience.
Respondents
also
recognize
that
they
have
a
long
way
to
go.
But
there’s
a
lot
of
acQvity
underway,
which
bodes
well
for
future
improvements.
Please
keep
the
following
in
mind
as
you
read
this
report:
• These
results
are
based
on
the
“unscrubbed”
data
from
more
than
400
respondents.
The
respondents
came
from
a
wide
variety
of
companies;
in
terms
of
size,
locaQon,
and
industries.
So
the
results
may
not
be
indicaQve
of
any
individual
segment.
• In
future
Insight
Reports,
Temkin
Group
will
“cleanse”
the
data
and
analyze
Qghter
segments.
Look
for
insights
from
an
analysis
of
the
150+
large
North
American
firms
in
the
survey
in
upcoming
posts
in
the
blog,
Customer
Experience
Ma^ers
(experiencema^ers.wordpress.com)
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
2
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

3. Demographics
of
respondents
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
3
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

4. Demographics
(conQnued)
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
4
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

5. Demographics
(conQnued)
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
5
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

6. Many
respondents
lead
their
company’s
customer
experience
efforts
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
6
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

7. There’s
significant
ambiQon
to
lead
in
customer
experience
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
7
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

8. Companies
don’t
DELIGHT
customers;
especially
online
How
o%en
does
your
company
DELIGHT
customers
in
these
interac:ons?
Researching
a
product
Purchasing
or
applying
for
a
product
GeFng
customer
service
help
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
8
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

9. There’s
a
lot
of
centralized
customer
experience
acQviQes
underway
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
9
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

10. Customer
experience
groups
are
ofen
leading
the
effort
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
10
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

11. More
than
6
out
of
10
have
a
customer
experience
execuQve
in
place
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
11
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

12. Half
of
companies
have
a
VoC
program;
and
80%
of
those
see
posiQve
value
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
12
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

13. Companies
with
VoC
efforts
have
a
lot
of
acQviQes
underway
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
13
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

14. Companies
with
VoC
efforts
have
a
lot
of
acQviQes
underway
(cont.)
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
14
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

15. 43%
of
companies
use
NPS;
and
two-­‐
thirds
of
those
see
posiQve
value
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
15
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

16. CompeQng
prioriQes
and
the
lack
of
a
clear
strategy
inhibit
customer
experience
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
16
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

17. About
the
author,
Bruce
Temkin
Bruce Temkin, Customer Experience Transformist & Managing Partner of
Temkin Group, is widely viewed as a leading expert in how organizations
build differentiation with customer experience. He has worked with hundreds
of large organizations on the business strategies, operational processes,
organizational structures, leadership, and culture required to create and
sustain superior customer relationships.
Bruce is the author of the blog Customer Experience Matters
(experiencematters.wordpress.com) which is one of the most popular blogs
on customer experience. He regularly posts insights on topics such as
customer experience, branding, and leadership.
During his 12 years with Forrester Research, Bruce led the company's
business-to-business, financial services, and customer experience practices.
As a Vice President & Principal Analyst, he was the most-read analyst in the
company for 13 consecutive quarters and was one of the most highly
demanded consultants and speakers in the industry. Bruce authored several
Forrester’s most popular research reports on customer experience and
created Forrester’s Customer Experience Index, which rates more than 100
firms on their overall customer experience.
Bruce has been widely quoted in the press, including such media outlets as
New York Times, Los Angeles Times, and Business Week. An accomplished
public speaker, Bruce has delivered keynote speeches at many company
and industry events.
Bruce holds a master’s degree from the MIT Sloan School of Management,
where he concentrated in business strategy and operations. He also holds
an undergraduate degree in mechanical engineering from Union College.
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
17
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com

18. About
the
Temkin
Group
Temkin Group is a customer experience consulting firm. We have one simple
goal for our clients: increase customer loyalty by becoming more customer-
centric.
Any company can improve portions of its customer experience. But it takes
more than a few superficial changes to create lasting differentiation.
The Temkin Group combines customer experience thought leadership with a
deep understanding of the dynamics of large organizations to help senior
executives accelerate their customer experience efforts. We work with our
clients to build four critical competencies: Purposeful Leadership, Engaged
Employees, Compelling Brand Values, and Customer-connectedness.
Temkin Group was founded based on four core beliefs:
1. Customer experience drives loyalty. Our research and work with
clients has shown that interactions with customers influences how much
business they’ll do with you in the future and how often they recommend
you to friends and colleagues.
2. Improvement requires systemic change. Companies can improve
customer interactions in isolated areas, but they can’t develop
competitive advantage until customer experience is embedded in their
operating fabric.
3. It’s a journey, not a project. Building the capabilities to consistently
delight customers doesn’t happen overnight. Companies need to plan
for a multi-year corporate change initiative.
4. We can help you make a difference. Transformation efforts aren’t easy,
but leading your company to be more customer-centric is worth the
effort. Temkin Group can help organizations accelerate their results and
avoid many of the bumps along the way.
Source:
Temkin
Group
May
2010
Customer
Experience
Survey
Page
18
Copyright
©
2010
Temkin
Group.
All
rights
reserved.
www.temkingroup.com