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CEB + CX
Competitive Analysis & Growth Strategy Project
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Presentation Agenda
Competitive Analysis
Growth Strategies
Next Steps
Customer Experience Landscape
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Customer Experience Landscape
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Trends & Forecasts
New trends in the CX market must be fully implemented or firms risk leaving millions behind
2014 2015 2016 2017 2018 20190123456789
Growth of the Customer Experience (CX) Market
CX Market (In Billions)
Year
Bill
ions
of D
olla
rs
93%
Global CEOs who said that CX improvement is a top priority this year2
Having almost 24/7 support is crucial for success3
Firms must have both online and offline capabilities4
CAGR:
17.3%
(2014 – 2019)
The CX market is set to double from $3.78BN to almost $8.5BN in
2019. 1
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Trends & Forecasts
Mobile, metrics and emotions are the true drivers behind a memorable CX strategy
Provide omni-channel service with a focus on mobile CX5
Insightful metrics that are simple but impactful are rising, especially NPS (“what are our scores, what do they mean, what is a clear action plan to improve/sustain our scores, etc.)6
CX strategies must focus on building up positive experiences for both customers and employees7
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BIG INSIGHTS
Focusing on mobile, metrics and emotions will lead to more successful CX strategies
To capitalize on the growing CX market, the best firms will enter as soon as possible
Firms can differentiate themselves by offering online/offline solutions as well as support for
customers and employees
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CompetitiveAnalysis
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*A full list of the top 50 management consulting firms with a focus on CX consulting used in this project can be found in Appendix. A.2
Many CX consultancies exist* but a market leader does not, indicating a highly fragmented market
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While a market leader doesn’t exist, there are a few firms that continually hog the “CX spotlight”
The top firms were categorized with the
following criteria8
1. Brand recognition & reach
2. LinkedIn Presence3. Awards4. Creation of a
industry-changing methodology, organization or patent
Using those criteria, the top 4 firms in the CX industry are
below:
The top firms are private companies so their individual market shares are unknown/unable to be calculated, meaning that the question “Who is the
leader of these four” was not determined.
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Satmetrix NPX Bain & Company
Co-creators of the Net Promoter Score system
Global reach/recognition with 10+ years experience
Created Bain’s Loyalty practice to educate firms about NPS
Each market leader has unique strengths, which can be used to drive CEB’s future CX decisions
Co-creators of the Net Promoter Score system
CX thought leaders 10+ years experience in
delivering NPS & CX related services
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Temkin Group Beyond Philosophy
Pioneered proprietary methods of analyzing both the rational and emotional sides of CX
CX thought leader
Market leaders leverage their unique histories, members and value propositions to push ahead
Co-created the Customer Experience Professionals Association (CXPA)
Conducts annual research into the state of the CX industry
CX thought leader
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BIG INSIGHTS
The top CX firms have forward thinking team members that continue to push the CX industry
forward (examples include: 1. Creating revolutionary analytics systems,
certification and professional institutes2. Travelling globally to speak/learn from the
best, etc.) 8
4 Similarities Between the Top 4 FirmsI. Proprietary information that changed the
CX industryII. 10+ years of experienceIII. Strong brand recognitionIV. Ability to expand globally
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Growth Strategies
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Potential growth strategies are many but there are three frontrunners to drive CEB’s CX growth
Product Innovations Brand ImprovementsPeople Acquisitions
Introduce new CEB tools that capitalize on trends & forecasts in the market
Ramp up brand recognition to draw
market share away from the top firms
Bring in more CX thought leaders and talent to act as
a catalyst for the 2 previous recommendations
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Product Innovations
CEB should introduce new CX resources that have a 70/30 split between Online and Offline tools
To be highly scalable, the majority of resources should be online
The remaining should be offline (traditional consulting) to offer highly personalized solutions to companies
CEB should leverage its global member network to launch a new study on the best CX practices CEB already completes annual research projects; CEB
should strive to make a CX research study a priority for 2016
CEB should look to innovate a new CX changing product
CEB has recently rolled out a new CX product Analyze incoming data to determine what’s working
and what’s not quickly and reform the product as needed
CX is a field that’s rapidly changing, calling for a keen eye to successful metrics and multiple product revisions
Market leaders assume top positions because of CX innovations; CEB should follow suit
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Product Innovations
Product Innovation: Feasibility Analysis
Feasibility RYGSpeed of
Implementation
Financing Capability
Operation and Infrastructure
ReasoningImplementation
will not be as quick as these innovations will
take time to craft, research, analyze
and create.
While CEB already has
finances in place, they are not completely
diverted to CX innovations. Yet.
Thanks to CEB’s unique business model and agility
in adapting to new trends, the operation and
infrastructure are already in place.
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Brand Improvements
• CEB already has a global brand name for HR & Sales and should look to add CX to the list
• CX brand can be improved by• Gaining CXPA certifications (the industry standard for
CX professionals) • Frequently attending CX conferences and setting up
CEB booths to educate CX professionals about CEB’s rising CX products
• Publishing innovative research to reputable journals (HBR, Forbes, etc.) to gain traction similar to “The Challenger Sale”
• Search Engine Optimization to drive more member to CEB
Regardless of product innovations, the CEB CX brand must ramp up its recognition & reach
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Brand Improvements
Brand Improvements: Feasibility Analysis
Feasibility RYGSpeed of
Implementation
Financing Capability
Operation and Infrastructure
ReasoningImplementation
will be fairly quick as CEB has a
large marketing team; they’ll have to focus
their combined effort on CX.
Certain conferences may
have to be paused to make room/money for
high level CX conferences.
Once again, CEB has the
foundations in place to
implement these large scale Brand Improvements.
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People Acquisitions
• CEB already has two CX industry leaders in Matt Dixon and Rick DeLisi
• CEB should continue building off their rising CX-recognition
• CEB should continue to attract top CX talent, who should come for the new CX products and CEB’s global brand recognition
• Actively pursue those who are the top of the CX industry
• CEB should look into the possibility of acquiring a top competitor to gain a large foothold in the market as well as gain proprietary technology, brand recognition and years of CX experience
• Recommended acquisition? Satmetrix or Temkin Group
“People acquisitions” would be the last area for CEB to grow its budding CX practice
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People Acquisitions
People Acquisitions: Feasibility Analysis
Feasibility RYGSpeed of
Implementation
Financing Capability
Operation and Infrastructure
ReasoningCEB already hires some of the best minds. The focus for the upcoming year should be
the best CX thought leaders
Financing HR shouldn’t be a
problem.
Operation and Infrastructure
also shouldn’t be a problem.
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2015 2016 2017
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
Product Innovations
Brand Improveme
nts
People Acquisitions
Implementation Timeline
Craft Research Study
Launch Study Analyze Results; Create
Resources
Launch Resources
Continuous Brand Improvements
Continuous People Acquisitions
Introduce new CX
initiatives
Introduce new CX
initiatives
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NextSteps
Co-Brand Logo
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Begin forming specialized teams throughout CEB to prepare for a full CX transformation
• Form CX Research team
• Begin crafting research study
• Form CX Marketing team
• Create a extensive marketing plan
• Form CX HR team
• Create short list of CX Thought Leaders to pursue
To become a market leader as quickly as possible, CX must become a top priority for CEB
Should launch this survey from CEB’s Sales & Marketing practice as it will be the most relevant/insightful
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Thank You
Sibi MurugesanBusiness Development Intern, [email protected]
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Appendix
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Appendix. A.1 – CX Firm Locater Methodology
ASSUMPTIONSThe General List was compiled through internet searches. Most firms were found on pages 1 – 10 of each search list. This was deemed valid for two reasons:
1) time (there is not enough time to search out for every vendor possible) 2) due to the rise of Search Engine Optimization, the major players within the market were most likely to found in the first 10 pages of each search. ACTIONS
The General List was created through a Google search with the following items: Customer Experience consulting; Customer Experience Consulting Firms; Customer Experience Consulting Service; CX consulting; Net Promoter Score consulting; Net Promoter Service Consulting Firms; Net Promoter Score strategy; NPS consulting; NPS strategy
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Appendix. A.2 – CX Consulting FirmsCompany Name HQ Location MGMT Team Areas of Focus Differentiators Link
Strativity US, Europe, Canada, Austrailia
Lior Arussy - President; Joseph P. Baumann - COO; Cyrus Allen - Partner
Research/Dialogue Services; Experience Redesign and Readines; Leadership Education Programs; Creative Communications
No Real Differentiators https://strativity.com/
The Customer Experience Company Australia
Raj Mendes - Managing Director; Chris Severn - Company Director; David Johnson - Director
CUSTOMER INSIGHTS; Customer Strategy; Service Design; Digital; Contact Centre; Omni Channel Tranformation; Custmer Centri Culture Change; Customer Experience Management
No Real Differentiators http://www.customerexperience.com.au/
Watermark Consulting US Jon Picoult - Founder & Principal;
Customer Insight; Brand Development; Experience Engineering; Communications Development; Performance Measurement
No Real Differentiators http://watermarkconsult.net/
Bain & CompanyAsia, Austalia, Europe, Middle East, Africa, North & South America
Bob Bechek - Worldwide Managing Director; Orit Gadiesh - Chairman
Customer Experience, Net Promoter Score Consulting
One of the world's best known management consulting firms http://www.bain.com/consulting-services/customer-strategy-and-mark
eting/customer-experience.aspx
CreativeGood US Mark Hurst - Founder & CEO
Customer Experience, User Experience, Customer Research No Real Differentiators http://creativegood.com/
Customer Relationship Metrics US Dr. Jodie Monget -
President
Survey Programs, Performance Consulting, FCR Measurement, CX Analytics
Offers a free diagnostic; 20 years of experience; pay-as-you-go billing http://metrics.net/
KPMG Nunwood UK (but provides services globally)
Philip Rushfirth - Managing Director; David Conway - Director; Tim Knight - Director
CX Strategy; CX design and Journey Mapping; NPS Measurement; Fizz: CX Mgmt Software
Global presence; Part of the CXPA; launched in 1996; Acquired by KPMG in 2015
http://advisory.kpmg.us/managementconsulting/capabilities/customer-experience.html?gclid=CP-lt7r68cYCFUsXHwodS0sDUA
Compunnel Digital US
Andy Gaur - CEO; Rakesh Shah - President & CFO; Sriraj Mallick - President of Learning and Tech ServicesAttract & Engage; Shop & Buy;
Fufill & Deliver; Service & Support; Retain & Repeat
No Real Differentiators
http://digitalexperience.compunnel.com/?creative=72389620737&keyword=customer%20experience%20consulting&matchtype=e&network=g&device=c&gclid=CJXHitD78cYCFc4WHwodubwB2g
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Appendix. A.2 – CX Consulting FirmsBeyond Philosophy US Colin Shaw - Founder Strategic consultancy services;
customer research; training & education
Client list includes large brands such as Microsoft, IBM, FedEx http://beyondphilosophy.com/
MCorpCX USMichael Hinshaw - President; Lynn Davison - COO; Stephan Shay - VP
CX transformations; Building CX capabilities; Building your brand; training and education; quick wins
No Real Differentiators http://www.mcorpcx.com/
Smithco Consultancy UK Shaun Smith - Founder CEM consulting, speeches, workshops, Insight;
No Real Differentiators http://www.smithcoconsultancy.com/
Capgemini US (but provides services globally) Cyril Garcia - CEO
Focus on Digital CXBig brand name consulting firm; global presence https://www.capgemini-consulting.com/customer-experience-
transformation
Jericho Consulting UK Joe Budnick - OwnerNPS; Voice of the Customer;... Customer Journey Mapping; CX transformation
Has great online reviews; an up and comer in the CX market http://jerichoconsulting.co.uk/
Fifth Quadrant AUS James Organ - Managing Director
Customer Experience Strategy Development...Multi-channel Customer Experience Strategy Design and modellingCustomer Experience Design & Customer Co-creationCustomer Experience ResearchData Scientists and AnalyticsCustomer Experience and Contact Centre Operational ReviewsCustomer Experience Industry Analyst Reports, Subscriptions, Briefings and Data ServicesCustomer Experience Training ProgramsOnline Publishing for the Customer Experience Industry
No Real Differentiators http://www.fifthquadrant.com.au/fifthquadrant/index
LRA by Deloitte US (but provides services globally)
Rob Rush - Managing Director;
CX Consulting; Mystery Shopping; Research
Worldwide brand name; global presence; over 30 years of experience http://www.lraworldwide.com/?sp=1
DIJulius Group USDave Murray - Senior Customer Service Consultant
Customer experience & service consulting and training Secret Service certifications https://www.thedijuliusgroup.com/consulting/
MartitzCX US (but provides services globally)
Carine Clark - President & CEO; Adam Edmunds - Chief Strategy Officer; Todd Miceli - CFO
Tech & Research Maritz merged with Allegiance, a research firm to form MaritzCX a few years back; excellent reviews http://www.maritzcx.com/
CXCO AUS Aine O'Mahony - Managing Director
Customer Strategy, Experience and Engagement Founded in 2010 (very young) http://www.cxco.com/
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Appendix. A.2 – CX Consulting Firms
Avtex US
George Demou - President & CEO; Terri Sayler - CSMO; Bob Azman - Chief Experience Officer
Contact Center Solutions; Business Productivity Solutions; CX Solutions; Marketing Solutions
No Real Differentiators http://www.avtex.com/solutions/customer-experience/cx-consulting
CX Group US Ken Reimer - CEO CX Interactions; CX Consulting CX firm that focuses on software solutions http://www.cxgroup.co/
Alcatel-Lucent UK (but provides services globally)
Michael Combes - CEO; Tim Krausse - CMO; Jean Raby - Finance & Legal
Tech & Research Tech specialist with a small focus on CX consulting https://www.alcatel-lucent.com/services/customer-experience-consulting
ClearActionCX US Lynn Hunsaker - FounderCX - Coaching, Consulting, Training, Assessment, CX Resources
Unique pricing structure for CX consulting: monthly retainer and milestone-based consulting https://clearactioncx.com/
BrightOne UK (but provides services globally)
Alexander Graf - Managing Director CX Consulting, Platforms, Care No Real Differentiators http://www.brightone.com/customer-experience/cx-consulting/
ThoughtBurst Inc US Andy Pritchard - President & CEO
CX Consulting - CX Vision, BluPrint, Assess, Education, Insight
No Real Differentiators http://www.thoughtburstinc.com/cXEvolve
Sitecore USMichael Seifert - CEO; Kim Elsass - CXO; Ahmad Rubaie - CFO
CX training, support program, business optimization services, tech consulting
Award winning; a decade of experience; written about in Forrester and Gartner articles http://www.sitecore.net/
ForresterUS (but provides services globally)
George Colony - Chairman & CEO; Michael Doyle - CFO; Victor Milligan - CMO
CX - strategy, insights & metrics, design
One of the world's biggest research firms, big brand, strong client list, global reach, viewed as a CX thought leader
https://www.forrester.com/Customer-Experience-Consulting/-/E-MPL241
Oracle US (but provides services globally)
Safra Catz - CEO; Mark Hurd - CEO
CX software for: Marketing, Sales, Service, Commerce, Social, CPQ
Global brand; not known for CX but brings years of innovation with the name https://www.oracle.com/applications/customer-experience/index.html
Cape Consulting UKLyn Etherington - Managing Director Customer Service Training No Real Differentiators http://www.capeconsulting.com/customer-service-consulting/
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Appendix. A.2 – CX Consulting Firms
360 Connext USJeanie Walters - Founder & CEO
Customer Experience Investigation No Real Differentiators http://360connext.com/
Inmoment US, UK
John Sperry - CEO; Lonnie Mayne - President; Mark Webb - CFO
CX management and feedback surveys
Offers a variety of unique CX services not seen by other firms http://www.inmoment.com/services/
Clarabridge USSid Banerjee - CEO, Co-Founder; Bas Brukx - CFO
CX - Support, Consulting, Customer Success, Training
One of Deloitte's Tech Fast 500; CEO was named "Most Admired" http://www.clarabridge.com/services/consulting/
SingleStone USChris Little - Founding Principal & CEO
CX Strategy; Customer Research; Process Excellence; Data & Analytics Focuses mostly on F100 clients in the East Coast http://www.singlestoneconsulting.com/
Coyle Hospitality GroupUS (but provides services globally)
Jim Coyle - Founder, Jim Gurtman - COO Mystery Shopping for Hotels Global Presence http://www.coylehospitality.com/customer-experience-consulting/
Salmat AUSPhil Salter - Founder; Craig Dower - CEO
Customer Acquisition Solutions through integrated multi-channels Large presence in AUS ($450MM/4000 employees)
http://www.salmat.com.au/what-we-do/contact/customer-experience-strategy
Cogneato USRonald Higgins - Founder/Owner
Customer Experience Website Consulting No Real Differentiators http://cogneato.com/consulting/
Andrew Reise US Unable to find CX - Strategy, Delivery, Mapping No Real Differentiators http://www.andrewreise.com/
VereQuest USSharon Oatway - Owner, President, CEO
CX Consulting, Training, Mapping, Monitoring No Real Differentiators
https://www.verequest.com/solutions/customer-experience-consulting/
Temkin Group USBruce Temkin, Managing Partner/Founder
CX Operational Assessment; Interactive Training; Speeches & Off-Sites; Leadership Coaching
A leader/pioneer in the CX field; strong brand recognitiion and research/thought leader http://www.temkingroup.com/
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Appendix. A.2 – CX Consulting Firms
Blue Space Consulting US Roy A. Barnes - PresidentCX, Strategic Alignment, Change Management
Claims it can deliver a new experience design process in 28 days http://www.bluespaceconsulting.com/
PwC - Customer Service/Engagement
US (but provides services globally) Dennis M. Nally - Chairman
Contact Center Optimization; Digital & Social Customer Care; Omni-channel experience
Global consulting firm; big brand name; Customer service branch is less known but still carries same weight with the PwC name www.pwc.com
Service Excellence Group US Marci Bikshorn - CEOPerformance Consulting & Training No Real Differentiators http://www.serviceexcellencegroup.com/about
Evantage Consulting USRobin Carpenter - Managing Partner
Customer Transformation - CX strategy, Customer needs elicitation, customer and user research, user-centered design No Real Differentiators http://evantageconsulting.com/
Revel Consulting US
Vikas Kamran - CEO; Jacques Le - Managing Director
CX - Consumer aquistion; service & support; loyalty & retention; experience management
Has great online reviews; an up and comer in the CX market http://revelconsulting.com/services/customer/
HIghLand Solutions US
Brian Sutherland - CEO; Jeff Nixon - COO; Mike Lane - CTO CRM tech solutions No Real Differentiators
http://www.highlandsolutions.com/platform/customer-experience-solutions/
Mulberry Consulting US, UK Unable to findCX, Customer Journey Mapping, Brand Value No Real Differentiators http://www.mulberryconsulting.com/
Genroe AUSAdam Ramshaw - Founder & Owner;
CX management, customer analytics, net promoter score consulting No Real Differentiators http://www.genroe.com/?nabe=6649099202854912:0
PA ConsultingUK (but provides services globally) Alan Middleton - CEO
Customer Strategy Consulting - customer insights, competitive customer offers, more effective selling Large presence in UK http://www.paconsulting.com/
SDLUK (but provides services globally) Mark Lancaster - CEO CX management
Leader in global customer experience; claims that top 100 companies in the world use SDL to create CX to drive demand http://www.paconsulting.com/
LimeBridge AUS Bill Price - CEO
Improve customer service; manage customer demand; service and sales improvement No Real Differentiators http://www.limebridge.com.au/
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Appendix. B - FootnotesI. CAGR Growth from 2014 – 2019
I. The CAGR was only given for the 5 year time period. By reversing the CAGR formula, the CAGR for each individual year was determined. http://www.prnewswire.com/news-releases/customer-experience-management-market-2014-2019-research-and-forecast-report-274489191.html
II. 93% of Global CEOs said “Yes, CX is a top priority this year”I.
http://www.prnewswire.com/news-releases/customer-experience-management-market-2014-2019-research-and-forecast-report-274489191.html
III. Almost 24/7 support is crucial to successI. http://www.bain.com/infographics/five-disciplines/
IV. Firms must have both online & offline capabilitiesI. http://blogs.forrester.com/kate_leggett/14-01-13-forresters_top_trends_for_customer_service_in_
2014
V. Omni-channel service, focus on mobileI. http://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/hbr-leading-edge-customer-experi
ence-mgmt-107061.pdf
VI. NPS metricsI. http://blog.clientheartbeat.com/customer-experience-trends-2015/
VII. Positive experiences for employees and customersI. http://blog.clientheartbeat.com/customer-experience-trends-2015/
VIII. Top 25 Influencers in the CX IndustryI. http://blog.satmetrix.com/top-25-customer-experience-leaders-plus-25-more-to-watch-for-2015-i
nfographic
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Appendix. C – Definitions• Customer Experience (CX) : Customer experience is the product of an interaction
between an organization and a customer over the duration of their relationship
• Segments of the CX Value Chain:
• Net Promoter Score (NPS): Net Promoter Score is a customer loyalty metric where consumers are asked “How likely is it that you would recommend our company/product/service to a friend or colleague?” which is used to measure loyalty between a consumer and provider.
• NPS Scoring Chart:
Attraction Awareness Discovery Cultivation Advocacy Purchase Use
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Appendix. C – Qualitative Research
• http://www.forbes.com/sites/martinzwilling/2014/03/10/customer-experience-is-todays-business-benchmark/
• http://www.bain.com/infographics/five-disciplines/• http://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/hbr-leading-edge-custom
er-experience-mgmt-107061.pdf• http://blogs.forrester.com/kerry_bodine/13-01-04-forresters_2013_customer_experience
_predictions• https://www.linkedin.com/pulse/20130107140541-284615-7-predictions-for-the-custom
er-experience-industry-in-2013• http://blogs.forrester.com/kate_leggett/14-01-13-forresters_top_trends_for_customer_se
rvice_in_2014• http://blog.clientheartbeat.com/customer-experience-trends-2015/• http://www.prnewswire.com/news-releases/customer-experience-management-market-
2014-2019-research-and-forecast-report-274489191.html• http://www.crmsearch.com/cx-research.php• http://blog.satmetrix.com/top-25-customer-experience-leaders-plus-25-more-to-watch-f
or-2015-infographic
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Appendix. D – Image Citations
• HR Icon: http://www.vpiexperthr.com/wp-content/uploads/2014/08/vpi-expert-hr-icon-12.png• Research Icon: http://icons.iconarchive.com/icons/icons8/android/512/Industry-Research-
icon.png• Marketing Icon: http://www.menacegroup.com.au/images/traditional-marketing-icon.png• HR Icon 2: http://www.vpiexperthr.com/wp-content/uploads/2014/08/vpi-expert-hr-icon-3.png• Brand Icon: http://showstylekids.com/wp-content/uploads/2014/07/brand_icon1.png• Product Icon: https://cdn2.iconfinder.com/data/icons/windows-8-metro-style/128/product.png• Bain Logo:
https://upload.wikimedia.org/wikipedia/en/thumb/8/86/Bain_and_Company_Logo_1.svg/1280px-Bain_and_Company_Logo_1.svg.png
• Satmetrix Logo: https://pbs.twimg.com/profile_images/565668084359233536/z8YA8RfU.png• Temkin Group Logo:
http://www.theshelbyreport.com/wp-content/uploads/2013/01/temkinlogo.jpg• Beyond Philosophy Logo: https://media.licdn.com/media/p/1/005/08d/16d/3bc29a4.png• Strativity Logo: https://strativity.com/wp-content/uploads/2013/05/logo.png• Clock: http://www.nasarallysport.com/graphics/signs/symbol-clock.png• Computer: http://studydroid.net/images/icons/originals/iconmonstr-laptop-icon.png• People: http://cdn.flaticon.com/png/256/27825.png• Magnifying glass:
https://upload.wikimedia.org/wikipedia/commons/thumb/5/55/Magnifying_glass_icon.svg/490px-Magnifying_glass_icon.svg.png
• Mobile: http://simpleicon.com/wp-content/uploads/mobile-1.png