It’s the time of the year where I share my take on the latest CX research published by unwood. Worth pointing out that Nunwood has been acquired by KPMG so is now KPMG-Nunwood. Back to the research titled: A New Era of Experience Branding. You can download this by going to the KPMG-Nunwood website.
Today, I went to kick of this series of conversations by sharing what I consider to be the key ‘findings’ (conclusions and/or assertions) that come out in the research paper published by KPMG-Nunwood. In no particular order, these are:
The UK is being outperformed particularly by the USA:
Our US report showed that the leading US firms are some five years ahead of the UK. The average US consumer is 10 times more likely to have an excellent experience than UK counterparts.
UK, as a whole, has made scant progress over the last two years:
This year’s analysis is a story of “diamonds in the rough”: shining examples of best practice surrounded by mediocrity. The great customer experience project is failing for many organisations….the overall score remains static for the second year in succession.
No silver bullet that leads to CX transformation:
… there is no silver bullet, no single idea that will lead to transformation.
UK firms are failing because they are not doing the right things in the right order:
… much of the lacklustre performance in the 2015 UK results is due to the premature focus on rich, complex experiences at the expense of business basics… It requires a progressive approach which, in NPS terms, deals with the causes of detraction first, before attending to the drivers of promotion
CX excellence is more of a marathon than a sprint:
Mistakenly, many UK brands promise to be ‘best in class’ within challenging timescales, damaging their internal and external credibility. Much like training for a marathon, the most effective focus should be on….
No substitute for a controlling idea that animates the whole organisation:
At the very centre of the most successful customer experiences lies an idea….. so powerful and motivating that it infuses and energises all it touches.
A controlling idea is different to a brand idea because it shapes the mind-set of the whole organisation, not just the marketing and sales teams.
Our research shows that the keepers of the flame have to be the CEO and the executive team.
Employees matter, they are the gateway to CX excellence:
The employee experience precedes the customer experience. Culture, engagement and enablement all play a vital role. The great organisations start with these factors first.
Organisations which aspire to be CX leaders must master omni-channel:
.. the US corporates have a largely different approach to the adoption of digital technologies. In the US, it is simply an extension of the business model – an additional way to engage with the customer – in an integrated ecosystem with the customer at the centre. In the UK, by contrast, digital…. seen … as a separate line of sight to the customer, a different channel with different products, prices, and costs.
The next conversation in this series will be about the five customer experience themes (trends) that KPMG-Nunwood consider to be key. Until then I wish you the very best and thanks for listening.
Image via flickr