- Forrester Councils
- Councils Overview
- log in
Posted by Bruce Temkin on March 12, 2010
It turned out that there were 53 responses from Western European firms with annual income of at least $150 million. While this was not a large enough sample size for me to publish in a research report, it was certainly interesting enough for me to present during my speeches. So I thought I’d share some of the data here.
First of all, there’s definitely a lot of interest in customer experience in Europe. Forty-seven of the respondents said that customer experience was either critical or very important to their firm’s 2010 strategy and, as you can see below, three-quarters of the respondents said that there company is trying to differentiate itself with customer experience.
Only 6% of the respondents said that they had a very disciplined approach to customer experience management. Here’s what they identified as major obstacles for improving customer experience:
Here are some customer experience activities that are underway:
As a part of the survey, respondents completed our Experience-Based Differentiation self-test. It turns out that less than one-third of the companies demonstrated six of the customer experience competencies:
The bottom line: Many European companies have started their customer experience journey.