A Capgemini study found that 75% of organizations believed themselves to be customer-centric. Only 30% of customers agreed. The numbers were even more stark for consumer products companies — 80% believed they were were customer-centric and only 14% agreed.
There’s a wide gap between what customers expect and what organizations deliver.
Deloitte identified one of the key CX challenges that contribute to this gap as a form of silo thinking they define as “Broken Customer Connectivity”:
“Although top management may clearly express a willingness to focus on the customer, we see many legacy organizations, often built on product lines, suppressing the kind of customer-centric initiatives that make customer experience the core.”
This year in particular has been a stress test for customer experience. Zendesk recently partnered with ESG on a a study that attempts to tie customer experience and business results in this pandemic year.
They mapped companies on a CX scale and found that companies that excelled at CX were 8.7 times more likely to have significantly grown customer spending and 3.3 times more likely to have grown their customer base over the past six months.
CX is too important to be left to a CX department.
Here are a few related cartoons I’ve drawn over the years: