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10 CX Mistakes to Avoid
While good customer experience (CX) can build loyalty, not every effort to improve CX leads to success. There are a number of obstacles that we've seen across the hundreds of companies that we've worked with and studied.
To help you avoid common issues, we describe these 10 CX Mistakes to Avoid in our newest eBook:
1. Faking Executive Commitment
2. Over-Relying on Customer Surveys
3. Neglecting Experience Design
4. Treating All Customers the Same
5. Un-Engaging New Customers
6. Ignoring Employees
7. Obsessing About Detractors
8. Forgetting to Celebrate Success
9. Falling in Love with a Metric
10. Mapping Internal Touchpoints
How many of these mistakes are you making?
The eBook pulls together posts that describe each of these mistakes and contains advice for how to avoid them. We also have added some material that describes the ROI of CX, making it a great document to share across your organization.
The bottom line: There's no need to repeat other people's mistakes
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2012 Temkin Customer Service Ratings Customer service is a critical moment of truth for many customers. It's nearly impossible to deliver an overall great customer experience if you don't get customer service right. In the 2012 Temkin Customer Service Ratings, we found that the overall level of customer service isn't very good. But there's good news: we found significant improvements between 2011 and 2012. We rated 174 companies across 18 industries based on a survey of 10,000 U.S. consumers. Congratulations to these overall customer service leaders: - Publix
- Hy-Vee
- Credit unions
- Chick-fil-A
- H.E.B.
- Sam's Club
- Winn-Dixie
- ShopRite
- Aldi
- Starbucks
- Giant Eagle
- JCPenney
Consumers gave the lowest ratings to Charter Communications, Time Warner Cable, Comcast, Citibank, Qwest, Cigna, and Bank of America. Here are the industry results:
Seventy-five percent of companies that were in the 2011 and 2012 Temkin Customer Service Ratings showed improvement with these five firms leading the way with improvements of 20 percentage points or more: PNC, Gateway, Toshiba, Farmers, and HSBC. |
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Customer Experience Matters Blog
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CXPA Update
A few weeks ago, the Customer Experience Professionals Association (CXPA) held its Members Insight Exchange in San Diego at the Hotel del Coronado. It was an awesome event!
We announced winners of our first CX Innovation Awards: Copart, Fidelity Investments, ICW Group, Memorial Health Systems, PHH, and UnitedHealth Group. Details of the nominations for most of the finalists will be made available to CXPA members.
The event was unlike other events, since we designed the agenda for optimal interactivity amongst our members. One of the sessions was a Show and Tell where attendees moved from table to table to learn about tools that practitioners use.
We are packaging many of these tools along with a growing number of others in a new online offering for members called "CX Tools."
We also heard some cool CX practices from companies like USAA, Microsoft, 1-800-GOT-JUNK?, Umpqua Bank, Sysco, Prime Therapeutics, ZocDoc, and Signature Healthcare.
Of course, much of the value came from the open and fluid discussion amongst attendees, including a fun beach party.
The Customer Experience Professionals Association (CXPA.org) is a non-profit organization that's dedicated to the success of customer experience professionals.
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Temkin Group Update
We continue to have a very exciting research agenda. Keep an eye out for The Future of Customer Experience.
Drop us a note if you want information about our research subscriptions.
If you're looking to accelerate your customer experience efforts, here are a number of ways that Temkin Group can help:
- Assessments of customer experience efforts, to identify gaps and opportunities to accelerate your transformation efforts
- Speeches and webinars on a wide range of customer experience and leadership topics
- Interactive workshops for executive teams or other groups to gain alignment around key customer experience principles and priorities or to develop plans in areas such as voice of the customer programs
- Educational curricula to establish and reinforce an understanding of proven customer experience principles across an organization
- Strategy reviews of marketing and product plans for vendors who want to help companies transform their customer experience
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Sincerely,
Bruce Temkin
Customer Experience Transformist
& Managing Partner
Temkin Group
Chair, Customer Experience Professionals Association
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We are a research and consulting firm that combines thought leadership with a deep understanding of the dynamics of large organizations to help senior executives accelerate their customer experience transformational efforts
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CX Tidbits
> 7% of large firms are truly customer-centric and 59% want to lead their industry in CX within three years
> CX leaders have 19 percentage points more customers likely to recommend them compared with CX laggards
> After a very bad experience, 57% of U.S. consumers told friends via email, phone, or in person, 23% shared it via Facebook, and 7% tweeted
> U.S. consumers are most likely to forgive USAA, Hyatt, credit unions, H.E.B., Hy-Vee, Dollar Rent A Car, Chick-fil-A, and Publix
> Tech vendors with the highest Net Promoter Scores from IT decision makers: Intel (53), MSOFT servers (50), Cisco (50), IBM SPSS (49), MSOFT apps (48), and VMware (48) and BMC (44)
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9 Recommendations for Net Promoter Score (NPS)
Advice for running a successful NPS program:
- Stop dreaming about an "ultimate question."
- Look for magic in the "why."
- Focus on improvements, not questions.
- Don't lose sight of segments.
- Understand the elements of experience.
- De-emphasize the "N" in NPS.
- Tap into the power of the language.
- Build a strong VoC program, with or without NPS.
- Remember, this is a long-term journey.
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