“It doesn’t matter what you say; what matters is what you do.”
Harley Mann, Vice President and Research Director at Forrester, recently published the results of Forrester’s annual survey of the members of its customer experience professionals peer research group. The group is comprised of executives whose responsibilities include improving the customer experience. Some of the findings were presented in Think Customers – the 1 to 1 Blog of Peppers and Rogers.
Now, how many of those executives do you think said that improving the customer experience is a top priority within their organizations? If you guessed more than half, you’re correct. In fact, 86% called the customer experience a “top strategic priority.” But how many were actually telling the truth?
If you ask enough questions, you’ll usually discover the truth.
30% of respondents also said that their firm has a dedicated budget for customer experience projects. That’s right - 86% said it’s a top priority, but only 30% are funding it. That's a big disconnect.
25% said that employees at their firms are rewarded for delivering a great customer experience. So, let me get this straight: 86% said it’s a top priority, but only 25% are compensating for it. Another disconnect.
In other words, most of the companies who say that customer experience is top priority, are not managing it like a top priority.
Mann offers two steps that companies can take to assure the reality of the customer experience:
- Create a centralized customer experience team, give the team a budget, and task it with producing a customer experience strategy.
- Appoint a Chief Customer Officer (CCO); a single executive who, at the end of the day, month, quarter and fiscal year, is held accountable for the customer experience.
When it comes down to it, Customer Experience 101 is no different from Management 101:
- Every strategic priority must have a dedicated budget.
- One team, and one leader, must be held accountable for the results.
Your customers don’t care about your plans and strategy; they care about the experience and the results that you deliver.
Thanks to THE UNIX PROMPT # BLOG for this fine photo disconnect.