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Making Leaders Successful Every Day
First Look At Forrester’s Customer Experience Index, Europe 2014Jonathan Browne, Senior AnalystFebruary 18, 2014
Today’s presentation is a first look …
… an appetizer
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
Agenda
›What is the Customer Experience Index (CXi), Europe?
›Who’s leading in the UK, France, and Germany CXi rankings?
›What are the stories behind the data? And what's coming next?
›Recommendations
© 2013 Forrester Research, Inc. Reproduction Prohibited 5
Forrester’s Customer Experience Index
› An annual benchmark of the quality of the customer experience delivered by large companies
• Conducted annually in the USA since 2008
• Expanding in 2014:
› Europe (7 countries)
› Urban Russia
› China
How customers perceive their interactions with your company
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
How was the data collected?
› Online survey – conducted in December, 2013
› Consumers rated experiences with brands in Retail, Banking, Insurance, Mobile Telecoms, TV Service, Consumer Electronics, Hotels, Airlines
› 15,000 responses from consumers in seven countries:
• UK
• France
• Germany
• Spain
• Italy
• Netherlands
• Sweden
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
How effective were they at meeting your needs?
How easy were they to do business with?
How enjoyable were they to do business with?
Meets needs
Easy
Enjoyable
Forrester’s Customer Experience IndexThinking of your interactions with these firms over the last 90 days . . .
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Customers rate Customer Experience Index questions on a five-point scale
Source: January 4, 2013, “Executive Q&A: Forrester’s Customer Experience Index” Forrester report
Didn’t meet any of my needs (1)
Met all of my needs (5)
Very difficult (1) Very easy (5)
Not at all enjoyable (1) Very enjoyable (5)
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
How is the index calculated?
› At least 100 consumer respondents per brand
› Percentage 4s and 5s — percentage 1s and 2s
› Average of the three individual scores
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How is the index calculated? (cont.)
Thinking about your recent interactions with these firms, how effective were they at meeting your needs?(“Meets needs” criteria)
Chose4 or 5
Chose1 or 2
Net score
82% 4% 78%
Chose4 or 5
Chose1 or 2
Net score
81% 1% 80%
Chose4 or 5
Chose1 or 2
Net score
75% 1% 74%
Thinking about your recent interactions with these firms, how easy was it to work with these firms?(“Easy to do business with” criteria)
Thinking about your recent interactions with these firms, how enjoyable were the interactions?(“Enjoyability” criteria)
CXi score:
77
Example: ACME Corporation
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We break the landscape into five buckets
Excellent(85 and above)
Good(75 to 84)
Okay(65 to 74)
Poor(55 to 64)
Very poor(Below 55)
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
Agenda
›What is the Customer Experience Index (CXi), Europe?
›Who’s leading in the UK, France, and Germany CXi rankings?
›What are the stories behind the data? And what's coming next?
›Recommendations
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
Most brands rate “Okay” or worse
Source: January 15, 2013, “The Customer Experience Index, 2013” Forrester report
Distribution of scores in Forrester’s CXi 2014 in the UK, France, Germany
Excellent
Good
Okay
Poor
Very poor
- 10 20 30
3
19
29
23
1785%
Base: 81 Brands
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UK – CXi (Good and Okay)
Travelodge
Samsung
HSBC Bank
Premier Inn
Argos
Next
John Lewis
Amazon
- 10 20 30 40 50 60 70 80 90 656767676970727374757677787981
Good
Okay
Source: 2014, “The Customer Experience Index, UK, 2014” Forrester report
UK Top 8 are all retailers
Top banks
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UK – CXi (Poor and Very Poor)
Orange
Vodafone
BT (TV service)
Virgin Media
O2
Virgin Mobile
Sky
Santander
EasyJet
Lloyds TSB
B&Q
Nationwide Building Society
NatWest
0 10 20 30 40 50 60 70 80 90100
38
41
48
52
55
55
55
57
58
63
64
64
64
Source: 2014, “The Customer Experience Index, UK, 2014” Forrester report
Poor
V. Poor
13 points behind Halifax
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France – CXi (Good and Okay)
Société Générale Ibis Hotels
Vente-privee.com Decathlon
Crédit Mutuel Kiabi Fnac
MAAF Assurances La Banque Postale
MAIF GMF
Yves Rocher Leclerc
Amazon
-
10
20
30
40
50
60
70
80
90
100
696969717171727273757676
7981
Source: 2014, “The Customer Experience Index, France, 2014” Forrester report
Good
Okay
Insurance and bank brands can be CX leaders!
Amazon tops the chart again …
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France – CXi (Okay and Poor)
3 SuissesAir France
Free (TV service)Macif
Banque Populaire Apple
Carrefour Cdiscount.com Crédit Agricole
eBay La Redoute
PriceMinister Free Mobile
Auchan
-
10
20
30
40
50
60
70
80
90
100
5757
60606060616262
6567676868
Source: 2014, “The Customer Experience Index, France, 2014” Forrester report
Okay
Poor
Free Mobile is leading wireless
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France – CXi (Very poor)
Canal+
Orange (FT/Wanadoo) *
Bouygues Telecom
AXA Assurances
Orange
LCL (Le Crédit Lyonnais)
Caisse d’Epargne
BNP Paribas
Samsung
SFR
0 10 20 30 40 50 60 70 80 90 100
32
44
45
46
48
49
52
52
53
53
Source: 2014, “The Customer Experience Index, France, 2014” Forrester report
30 point gap separates AXA and GMF
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Germany – CXi (Excellent & Good)
H&M
Samsung
Tchibo
Sparda-Bank
eBay
Volksbanken *
Rossmann
Otto
ING DiBa
Amazon
DM
- 20 40 60 80 100
75
75
78
78
78
79
83
84
85
86
90
Volksbanken und Raiffeisenbanken
Source: 2014, “The Customer Experience Index, Germany, 2014” Forrester report
Excellent
Good
Amazon in 2nd place!
ING DiBa makes it into the top tier!
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
Germany – CXi (Okay, Poor & Very Poor)
Unity Media Kabel Deutschland
Vodafone D2 O2
Deutsche Telekom Media Markt
Air Berlin Allianz
T-Mobile (D1) Apple
Postbank Commerzbank
C&ASparkasse
-
10
20
30
40
50
60
70
80
90
100
47 48 49
57 57
62 63 63
67 68 70 70 72 74
Source: 2014, “The Customer Experience Index, Germany, 2014” Forrester report
Okay
Poor
V. PoorTV servcices trail
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Agenda
›What is the Customer Experience Index (CXi), Europe?
›Who’s leading in the UK, France, and Germany CXi rankings?
›What are the stories behind the data? And what's coming next?
›Recommendations
© 2013 Forrester Research, Inc. Reproduction Prohibited 23
Amazon is doing well all around
› Amazon topped the CXi chart in UK, France, and Germany (almost)
› Looking at UK data Amazon performs well across customer segments:
Overall
Tech Pessimists
Tech Optimists
Low Income
High Income
0 20 40 60 80 100
81
78
83
79
82
Amazon UK Cxi (by segment)
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By contrast, Marks & Spencer needs to address its “tech optimist” gap
Overall
Tech Pessimists
Tech Optimists
0 20 40 60 80 100
79
83
72
M&S UK Cxi (by segment)
Overall
Tech Pessimists
Tech Optimists
0 20 40 60 80 100
74
72
78
Argos UK Cxi (by segment)
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The best experience isn’t necessarily the most luxurious
› Basic brands that consistently meet or exceed customers’ expectations score well
I am a dm girl myself. I think it's because the prices are cheap (cheapest among German
drugstores I believe) but the shops are lovely. All tidy and bright so you never have the feeling
you're in a "scruffy" cheap shop
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Brands can break free of their industry for a competitive advantage
› Although firms in the same industry often group together in a small range of CXi scores, some brands manage to break free of their peers
› ING DiBa in Germany achieved an excellent score. I found a customer who was keen to tell me about her experience:
We just got our mortgage there. Easy procedures and really competent and
quick customer service.
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Banks can’t price their way out of way out of the business impact of a bad CX
› Forrester found that, for US consumers, CX trumps price-value perception as a loyalty driver for banks and retailers
› Old school marketing and incentives won’t mask a mediocre experience
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French banks vie for usefulness, ease, and enjoyability
› In the race between La Banque Postale (73) and Crédit Mutuel (71):
• La Banque Postale is rated as better for meeting customers’ needs and being easy
• But Crédit Mutuel (“la banque a qui parler”) is rated more enjoyable
• Crédit Mutuel also fares better with high income consumers and technology optimists … both desirable segments
What’s next?
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There’s more to the data than just CXi
› Three loyalty questions• Willingness to consider for another purchase
• Likelihood to recommend
• Likelihood to switch
› Word of mouth dynamics
› Consumer demographics
› Technology attitudes
© 2013 Forrester Research, Inc. Reproduction Prohibited 31
CXi is designed to be a springboard for additional analysis
› Understand the competitive landscape
› Prioritize improvement opportunities
› Focus next-level research
› Structure internal CX metrics
› Feed data into broad ROI models
© 2013 Forrester Research, Inc. Reproduction Prohibited 32
Forrester’s Consumer Technographics
• 400,000 completed surveys annually• 21 countries (60% of world’s
population)• Globally consistent questions
© 2013 Forrester Research, Inc. Reproduction Prohibited 33
Coming soon
› Forrester CXi reports on UK, France, Germany
› Forrester CXi reports for the rest of Europe (including NL, ES, IT, SE)
› Analysis of the business impact of CX – How much is CX worth in your industry and market?
› Research into what enables CX leaders to deliver superior experiences
› And from next year … Analysis of what helped companies to improve
© 2013 Forrester Research, Inc. Reproduction Prohibited 34
Agenda
›What is the Customer Experience Index (CXi), Europe?
›Who’s leading in the UK, France, and Germany CXi rankings?
›What are the stories behind the data? And what's coming next?
›Recommendations
© 2013 Forrester Research, Inc. Reproduction Prohibited 35
Recommendations
› Start to measure your company’s CXi• Both overall (brand health) and in specific channels
and interactions (transactional)
• Find your gaps and opportunities to improve
› Identify the drivers of CX quality• Identify the causes of good and bad experiences
• Build a hypothesis – then measure the statistical relationship between your driver questions and the three criteria that make up the CXi
› Make CXi part of the daily vocabulary at all levels of your organization
© 2013 Forrester Research, Inc. Reproduction Prohibited 36
Questions