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NAVIGATING A
CUSTOMER-DRIVEN WORLD

Creating new sources of customer value delivered through exceptional customer experiences (CX) has become a competitive advantage and key differentiator.

Companies that learn from their employees and their customer data while using it to innovate their products and services will be well positioned to thrive in the years ahead.

How are leaders setting themselves apart and what can be learned to accelerate your growth and customer experience?

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LEADING CHANGE
WITH THE CUSTOMER FIRST

Together with Medallia, Inc., our research of 450 senior customer experience and marketing executives across the United States, Canada, the United Kingdom, Germany and Australia shows that today's CX leaders do more than listen to their customers.

Leaders learn from feedback and act, aligning the company around a mission to drive customer-centric change.

Leaders were:

86% More likely to achieve revenue growth

32% More likely to create innovative products and services based on customer feedback


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BACK TO BASICS: IMPROVING CX

CX leaders use the following three competencies—and combine them better—as their engine for growth and innovation.


LISTENING POSTS

LISTENING POSTS

Capture sentiment


LEARNING SYSTEMS

LEARNING SYSTEMS

Use digital intelligence


CUSTOMER-CENTRIC ALIGNMENT

CUSTOMER-CENTRIC
ALIGNMENT

Act and adopt rapidly


HOW TO FUEL YOUR GROWTH
AND INNOVATION

Companies with effective prioritization systems are 20 percentage points more likely to improve CX and 25 percentage points more likely to increase revenue.

Companies that identify “integrating feedback into operating systems and processes” as the top way of sustaining commitment to CX are 13 percentage points more likely to innovate successfully.

Companies that identified “a culture where customers are the #1 priority” as the top enabler of cross-functional collaboration were 2x as likely to be in the top quartile of CX performance.

RECOMMENDATIONS

Improving CX for effective innovation can fundamentally change how your business operates, but doing so can ground you for sustainable improvement, growth and future competitiveness. Keep these in mind as you develop your next steps:


1. ASSESS WHERE YOU ARE
Invest in the competency that needs the greatest attention

2. IMPROVE ALL THREE COMPETENCIES
Leverage the strength of capabilities across all competencies

3. ADVANCE YOUR PROGRAM WITH TECHNOLOGY
Select the right technology to enable all competencies in real-time
25% Companies that combine capabilities across all three competencies are more likely to innovate very well

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