Existing industry research correlates high net promoter scores, an indication of positive customer experiences, with superior operational and financial performance.
The key findings of the new study include:
1. There is a significant gap in most companies between understanding the importance of superior customer experiences and the actual delivery of superior customer experiences.
2. There is a correlation between actual delivery of customer experiences and impact on brand reputation and strength.
3. Customer experience delivery issues stem from inconsistency across organizational silos. Few companies have a single point of accountability for delivering superior customer experiences across functions.
4. Companies with positive customer experiences have a supportive culture that emanates from the CEO and have highly aligned executive teams.
5. The CMO is most frequently cited as the member of the C-suite best situated to lead cross-company customer experience initiatives.
6. Technologies that can improve customer experiences are yielding positive impacts but have not been widely adopted.