2015 Research

The State of Customer Experience Management, 2015

May 2015

For the sixth straight year, Temkin Group surveyed nearly 200 large companies to evaluate the state of their Customer Experience (CX) management. This year we found an abundance of CX ambition and activity. Most companies have a CX executive leading the charge, a central team coordinating significant CX activities, and a staff of six to 10 full-time CX professionals. Using Temkin Group’s CX competency and maturity assessment, we found that 32% of companies have reached the highest three levels of customer experience, and while this isn’t very high, it’s still a significant increase from last year. Companies have also achieved the best scores we’ve seen for two of our four core competencies, Employee Engagement and Customer Connectedness. We additionally compared CX laggards with CX leaders and discovered that the leaders have stronger financial results, have more customer-centric cultures, focus more on internal communications, are stronger at customer insights and change management, and are better at digital interactions. Executives in companies with stronger CX competencies also tend to focus more on building a customer-centric culture and less on cutting costs. This report also includes an assessment that companies can use to benchmark their CX efforts and capabilities.

Temkin Group’s Customer Experience Maturity Model uses six stages of CX maturity based on the four customer experience core competencies. Here’s what we found when 199 companies completed the assessment:

1505_CXMgtCompetencyMaturity

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