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ADDITIONAL DATAEXPERIENCE STRATEGY:CONNECTING CUSTOMER EXPERIENCE TO BUSINESS STRATEGYBy Charlene Li with Aubrey Littleton and Omar Akhtar
Data cuts by Geography, Gender, and Age
July 2017From the Altimeter Q2 2017 Experience Strategy Survey1,412 Global Respondents
Methodology & PermissionsExperience Strategy: Connecting Customer Experience to Business Strategy
As part of our research on customer experience strategy, we wanted to understand what elements most strongly contributed to an “ideal customer experience”.
We also wanted to understand what people thought prevented companies from delivering this “ideal customer experience”.
To answer this, Altimeter conducted an online survey of 1,412 people in five geographies: Germany, Japan, Mexico, United Kingdom, and United States, in June 2017.
You can read and download the full report for free at http://bit.ly/altimeter-exp-strategy
You are also welcome to use any part of the report and the data here under our Creative Commons license, as long as you provide attribution and do not use the data for commercial purposes. Commercial use requires permission. The Creative Commons License is Attribution-NoncommercialShareAlike 3.0 United States, which can be found at https:// creativecommons.org/licenses/by-nc-sa/3.0/us/.
We would love to hear your feedback on what you found interesting or challenging about this data. Please send your comments and thoughts to [email protected].
Global ResultsExperience Strategy: Connecting Customer Experience to Business Strategy
17%
19%
30%
36%
49%
52%
Remembers me between and duringvisits
Personalized experience based on mydata
The experience is always consistent
Complete transactions quickly
Can find the information I need quickly
Fast responses to questions orcomplaints
Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Globally, the answers “Fast responses to questions or complaints”and “Can find the information I need quickly”were clearly the top responses. These top two responses represent what we consider “table stakes” priorities.
Global ResultsExperience Strategy: Connecting Customer Experience to Business Strategy
15%
23%
32%
35%
44%
45%
They don't invest enough intechnology
They don't understand what I need
They don't care about customersatisfaction
Departments don't work well witheach other
They value profit over customers
Lack of good employee training
What do you think prevents companies from providing the ideal customer experience? Please select up to three.
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
We also asked consumers what they think prevents companies from providing the ideal customer experience. “Lack of employee training” received the top votes across the board, followed closely by “They value profit over customers.”
Underlying these responses is a deep-seated belief that companies do not value the experience of a customer as much as their money. Interestingly, across the board, people didn’t think this was a technology problem, but rather one related to priorities and people.
17%19%
30%
36%
49%
52%
8%
12%
17%
26%
51%
53%
32%
13%
26%28% 29%
50% 49%
18%
15%
36%
42%
51%
57%
47%
Remembers mebetween andduring visits
Personalizedexperience based
on my data
The experience isalways consistent
Completetransactions
quickly
Can find theinformation I need
quickly
Fast responses toquestions orcomplaints
Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.
Global
Germany
Japan
Mexico
UK
US
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
All Country Results versus GlobalExperience Strategy: Connecting Customer Experience to Business Strategy
In the US, the answer “Complete transactions quickly” ranked the highest but was a distant third in other geographies.
And respondents from Japan were almost twice as likely as other geographies to include “Personalized experience based on my data” in their top three choices.
21% 22%
15%
39%
46% 46%
All Country Results versus GlobalExperience Strategy: Connecting Customer Experience to Business Strategy
People in Japan focused on completely different reasons for the breakdown in delivering good customer experiences, with the top response being that departments don’t work well with each other.
And Japanese respondents were twice as likely to believe that companies don’t understand what consumers need than respondents from other countries.
15%
23%
32%
35%
44% 45%
14%
22%
24%
33%
41%
34%
10%
45%
34%
51%
43% 42%
20% 20%
31%
28%
44% 43%
14%16%
34%
37%
50%48%
16%15%
35%
29%
44%
51%
They don't investenough in
technology
They don'tunderstand what I
need
They don't careabout customer
satisfaction
Departments don'twork well with
each other
They value profitover customers
Lack of goodemployee training
What do you think prevents companies from providing the ideal customer experience? Please select up to three.
Global
Germany
Japan
Mexico
UK
US
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Global and Geography DataExperience Strategy: Connecting Customer Experience to Business Strategy
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.
Global Germany Japan Mexico UK US
Remembers me between and during visits 17.1% 8.3% 21.2% 13.2% 17.9% 22.1%
Personalized experience based on my data 19.4% 12.2% 31.6% 26.4% 14.7% 15.0%
The experience is always consistent 29.6% 16.5% 22.0% 28.4% 35.9% 39.3%
Complete transactions quickly 36.4% 26.4% 31.2% 29.2% 41.8% 46.9%
Can find the information I need quickly 48.7% 51.2% 48.0% 49.6% 51.0% 45.7%
Fast responses to questions or complaints 51.8% 53.1% 57.2% 48.8% 56.6% 46.4%
n= 1412 254 250 250 251 407
What do you think prevents companies from providing the idealcustomer experience? Please select up to three.
Global Germany Japan Mexico UK US
They don’t invest enough in technology 14.9% 13.8% 10.4% 19.6% 13.5% 16.2%
They don’t understand what I need 22.7% 22.4% 44.8% 20.4% 15.5% 15.0%
They don’t care about customer satisfaction 31.8% 23.6% 33.6% 30.8% 33.9% 35.1%
Departments don’t work well with each other 34.8% 32.7% 51.2% 27.6% 37.1% 29.2%
They value profit over customers 44.2% 40.6% 42.8% 43.6% 49.8% 44.2%
Lack of good employee training 44.5% 33.9% 42.4% 43.2% 47.8% 51.4%
n= 1412 254 250 250 251 407
Gender CutExperience Strategy: Connecting Customer Experience to Business Strategy
17%
20%
30%
37%
52%
53%
17%
20%
30%
37%
46%
52%
Remembers me between and during visits
Personalized experience based on my data
The experience is always consistent
Complete transactions quickly
Can find the information I need quickly
Fast responses to questions or complaints
Thinking of your ideal customer experience, which of the following are most important to you?
Please select up to three.
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
We also found that women were much more likely than men to want to find information quickly.
Male
Female
Gender CutExperience Strategy: Connecting Customer Experience to Business Strategy
13%
21%
33%
37%
45%
49%
19%
24%
31%
34%
46%
43%
They don't invest enough in technology
They don't understand what I need
They don't care about customer satisfaction
Departments don't work well with each other
They value profit over customers
Lack of good employee training
What do you think prevents companies from providing the ideal customer experience? Please select up to three.
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Women were also
slightly more likely to
believe that poor
employee training
results in poor customer
experiences.
Male
Female
Gender DataExperience Strategy: Connecting Customer Experience to Business Strategy
Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.
Global Female Male
Remembers me between and during visits 17.1% 17.2% 16.8%
Personalized experience based on my data 19.4% 20.2% 20.3%
The experience is always consistent 29.6% 30.0% 30.0%
Complete transactions quickly 36.4% 37.1% 37.3%
Can find the information I need quickly 48.7% 51.8% 45.7%
Fast responses to questions or complaints 51.8% 52.8% 51.9%
n= 1412 564 630
What do you think prevents companies from providing the ideal customer experience? Please select up to three.
Global Female Male
They don’t invest enough in technology 14.9% 12.6% 18.6%
They don’t understand what I need 22.7% 21.5% 23.7%
They don’t care about customer satisfaction 31.8% 33.2% 31.3%
Departments don’t work well with each other 34.8% 37.4% 33.7%
They value profit over customers 44.2% 44.9% 46.2%
Lack of good employee training 44.5% 48.8% 42.9%
n= 1412 564 630
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Age CutExperience Strategy: Connecting Customer Experience to Business Strategy
Adults age 65+ were more much more likely to want to complete transactions quickly.
15%
19%
28% 28%
50%
47%
17% 18%
29%
35%
49% 49%
14%
19%
26%
42% 41%
50%
20%
27%31%
34%
49%
57%
21% 23%
31%
40%
54%57%
16% 17%
35%
50%53%
62%
18-24
25-34
35-44
45-54
55-64
65+
Remembers me
between and
during visits
Personalized
experience
based on my
data
The experience
is always
consistent
Complete
transactions
quickly
Can find the
information I
need quickly
Fast responses
to questions or
complaints
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Age CutExperience Strategy: Connecting Customer Experience to Business Strategy
Adults 65+ were more likely to believe that poor employee training results in poor customer experiences, and that companies value profit over customers.
Young adults age 18-34 were more likely to believe that companies don’t invest enough in technology.
21% 22%
30% 30%
34%37%
18%
25%28%
35%
46%43%
13%
20%
31%
40%
47%46%
16%
24%
34%
37%
46%49%
14%
24%
35% 35%
48% 47%
12%
24%
42%
36%
58% 58%18-24
25-34
35-44
45-54
55-64
65+
They don’t
invest enough is
technology
They don’t
understand
what I need
They don’t care
about customer
satisfaction
Departments
don’t work well
with each other
Lack of good
employee
training
They value
profit over
customers
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Age Segment DataExperience Strategy: Connecting Customer Experience to Business Strategy
Thinking of your ideal customer experience, which of the following are most important to you? Please select up to three.
18-24 25-34 35-44 45-54 55-64 65+
Remembers me between and during visits 15% 17% 14% 20% 21% 16%
Personalized experience based on my data 19% 18% 19% 27% 23% 17%
The experience is always consistent 28% 29% 26% 31% 31% 35%
Complete transactions quickly 28% 35% 42% 34% 40% 50%
Can find the information I need quickly 50% 49% 41% 49% 54% 53%
Fast responses to questions or complaints 47% 49% 50% 57% 57% 62%
n= 200 265 230 169 159 139
What do you think prevents companies from providing the idealcustomer experience? Please select up to three.
18-24 25-34 35-44 45-54 55-64 65+
They don’t invest enough in technology 21% 18% 13% 16% 14% 12%
They don’t understand what I need 22% 25% 20% 24% 24% 24%
They don’t care about customer satisfaction 30% 28% 31% 34% 35% 42%
Departments don’t work well with each other 30% 35% 40% 37% 35% 36%
They value profit over customers 34% 46% 47% 46% 48% 58%
Lack of good employee training 37% 43% 46% 49% 47% 58%
n= 200 265 230 169 159 139
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
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