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INTERNATIONAL CUSTOMER EXPERIENCE SURVEY 2015 On the strings of emotions


ABOUT THE SURVEY DEVELOR first started to carry out Customer Experience surveys in 2013. Being a committed consultancy firm in the fields of customer experience, sales, leadership and organisational development, we feel it is our responsibility to provide white papers, case studies and research data in the areas of our expertise.

The present study is the outcome of our international survey made in six countries between the summer of 2014 and the beginning of 2015. Four factors give this research a unique viewpoint: ►► It is sector-independent, with the opportunity for sector comparison ►► It is representative of residential and corporate target groups, with comparability of responses and presentation of various perspectives ►► It uses online and personal interviews for deeper analysis ►► Provides an International perspective, run across six countries using the same methodology The research was conducted between June 2014 and February 2015 on behalf of DEVELOR International, with the professional guidance and support of Momentor Research. The residential survey was fulfilled on nationally representative samples of 1,000-1,200 people by country, while more than 300 mid- and senior-level leaders participated in filling out online questionnaires and giving structured in-depth interviews for the corporate survey. The executives represented companies with the most relevance in the topic, including telecom companies, banks and insurance firms, retail chains, hotels, car importers and dealerships, and public service companies. Countries participating in this first International Customer Experience Survey included Hungary, Bulgaria, Czech Republic, Poland, Slovakia, and Slovenia. We would like to thank you for your participation in the survey, and we look forward to your participation again next year.

Develor International

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CUSTOMER EXPERIENCE Customer Experience (CX) is a key differentiator in today’s business world. Based on DEVELOR’s International Customer Experience Survey 2015, corporate decision makers reported 21% total income loss where they fail to provide positive, brand consistent CX. There is a huge amount at stake.

It should be no surprise that 90% of com-

Moreover,

panies place CX amongst the highest

impressions that our clients have gained

the

positive

or

negative

ranked strategic topics, and almost all aim to

in other sectors affect their opinion about

be the CX leader of their business segment.

us so that, in effect, we compete with everyone in generating a positive picture.

The large number of meetings we had

When driving loyalty and commitment,

with top CX companies in the past months

emotional effects are more important than

proved that there are many differing

rational ones, and most impressions are

visions and strategies for the topic.

not realised consciously, but are recorded and stored in our subconscious mind.

It is impossible to find a single focus for the definition of Customer Experience;

In spite of the fact that the role of human

there is no accounting for taste. But if you

interactions has a crucial importance

wish to manage CX properly, it is useful to

in

have a good starting point. DEVELOR has

customer experience is also influenced by

therefore created the following definition:

online and call centre transactions. Thus

generating

emotional

bonding,

“Customer Experience is an IMPRESSION that emerges in all Touchpoints – on the basis of previous experiences and expectations – which is effected by rational and emotional, conscious and subconscious impulses.” According to our definition, we can

there can be no excellent customer

distinguish between negative, neutral,

experience

and positive customer experiences. We

synchronizing all channels; this is un-

must consider the customers’ previous

doubtedly one of the biggest challenges

experiences in the given business segment.

companies are still faced with.

without

successfully

DEVELOR definition Touchpoint (TP) is the INTERFACE of a

product,

customers, employees

service

or

users, and

brand

with

non-customers,

other

stakeholders,

before, during and after a transaction. Touchpoints include advertisements, PR activity, events, branch/representative office/shop, helpdesk,

website, online

web

customer

shop,

IT

service,

intranet, call centre etc.

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STRATEGIC IMPORTANCE Some 90% of the leaders of affected sectors find direct correlation between business success and excellent CX. This rate is consistent with survey results in both Western Europe and North America.

TS HIN & S TI P

When we approach this topic from the

The fact that 70% of companies have

negative side, the situation is no longer

included this topic among their top three

so obvious. Only 70% of leaders make a

strategic goals is in accord with the data

connection between churn and negative

that 70% of them wish to be CX leaders

experience. This is, of course, the result

of their sector. The experience of the

of the various factors in different sectors

interviews has shown that – behind the

that complicate switching providers, like

strategy – this intention is often missing

public services, telecom companies, or

and is not yet broken down to the level of

insurance companies.

plans and projects.

CORPORATE EXECUTIVES‘ OPINION ON CUSTOMER EXPERIENCE According to the Oracle Global customer

Performance-based compensation ele-

experience survey, in Western countries the

ments related to CX are not yet common

topic is handled in a much more strategic

within

way; companies from Central Europe are

if they do exist, they pertain only to top

as yet less focused on it, which is not a

management or the customer service

surprise as CX is fairly new in the region.

department.

In order for the strategy to take effect,

Even the telecom companies at the

the following factors need to be fulfilled:

forefront have taken the topic (in the sense

►► Sell the topic in the first round

we are referring to it) more seriously only

internally to top management,

in the past five years although customer

but the whole organisation need

satisfaction surveys and development

to buy in as well

programs clearly existed earlier.

►► Perseverance and consistency in elaborating and implementing Customer Experience development projects is essential ►► Sophisticated self-assessment of current level of customer experience quality and identification of missing elements, coupled with efforts to correct discovered weaknesses

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the

organisations,

and

even


CUSTOMERS ARE WILLING TO PAY THE BILL The survey has proved that customers are willing to pay – even significantly – more when they encounter excellent service.

Company

that

development investments at the same

expectations are growing regardless of

executives

sense

time; in such cases this action does not

the actual growing or stagnating market

bring any special relative advantage,

trends, which is a characteristic of Central

even in the short-term.

European countries. Customer satisfaction cannot be maintained by using the old

Some 31-43% of customers have already

methods at the same old service level.

paid more for a certain product or service

To exceed expectations, a lot more is

when it resulted in a higher shopping

needed. The majority of CEOs agree with

experience

this, however far fewer of them have taken

the fact that the surveyed markets are

measures to adequately react to the

usually strongly cost-conscious. Three

increasing expectations.

out of four people are willing to value

for

them,

regardless

of

Material factors have a tendency to lose their novelty-based value What satisfied the consumer yesterday

outstanding service quality in the future

no

longer

it

rather

does

so

today;

indeed,

by paying a 10% surcharge. What is more,

dissatisfaction.

11-17% of people are willing to accept

The modern shop environment and

as much as a 30% price premium. Lower

pleasant atmosphere, the user-friendly

value was measured only in Bulgaria.

creates

online platforms and the wide product range have been incorporated into

All

expectations and are not considered

higher, customers not only expect to

in

all,

though

expectations

are

TS N I H & S TI P We often meet sales people who complain about the price level and pricing policy of their company, and claim they would be much more successful if they sold their products at

a

more

competitive

(meaning

lower) price. It is worth confronting such colleagues with the findings of WILLINGNESS TO PAY MORE FOR HIGHER CX

this research. The primary defining factor is not the price, but the service

by customers as providing extra value.

receive a quality service, but they also

quality that colleagues provide. Loyal

This phenomenon is not new; so-called

value it, and are willing to pay a signifi-

customer will pay the price, just as Bain

material

factors

cantly higher price for it. This shows that

and Co. has shown: returning customers

to

their

value,

the best performers have the possibility

spend on average 33% more.

and are not able to keep customers

to grow, on the one hand through market

satisfied, let alone loyal. This effect is

acquisition, and on the other hand

increased if market players perform their

through their existing customers.

lose

have

a

tendency

novelty-based

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DEVELOR AS AN INTERNATIONAL CX EXPERT PROVIDES PROJECT DELIVERY CAPACITY IN WHOLE EUROPE AND BEYOND

DEVELOR has been operating through affiliate offices and has executed complex development projects in 20 countries of EMEA since 1992. Our unique offering is based on the following benefits: ►► Exclusive DEVELOR consultants and trainers deliver projects in local languages ►► All experts have solid business background and leadership experience ►► International projects are supported by central project management and quality assurance ►► Special focus on proper preparation and on the implementation phase ►► Clients have one-stop-shopping regarding administration & finances ►► International benchmarks are available ►► Projects are measured by business KPIs, no risk on the client side

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DEVELOR improves human & organizational & process CUSTOMER EXPERIENCE.

aspects of

“We focus on the human touch – the emotional impact of personal interactions with customers.” DEVELOR consulting and training services mix professionalism and passion with a dash of innovation, thus creating lasting value. Our areas of expertise are Customer Experience solutions, Employee Engagement programmes and various leadership and sales courses, along with talent management and organisational development. We operate in 12 countries and have been delivering high-scale, complex measurable development projects in more than 20 countries from Spain to Azerbaijan, from Poland to the Middle East since 1992. DEVELOR’s scope of services involves diagnostics, consulting, training and coaching, delivered by more than 100 exclusive DEVELOR experts. We make learning memorable, change manageable, and the results of our programs measurable. The guarantee on training programmes’ commercial return distinguishes Develor from its competitors. www.develor.com

The professional partner of the International CX Survey

The customer experience researcher We are a research and consulting company that was established in order to understand purchase and sales processes and support the provision of customer experience for service and trade companies. MOMENTOR is not only responsible for the research results, but also for the ways in which they can be used and can be built into the everyday life of the partners. www.momentor.hu

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Develor INT CX Study 2015  

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