Oracle’s new global customer experience (CX) survey, Global
Insights on Succeeding in the Customer Experience Era, gives CX practitioners
the ability to look at how they’re doing from many different perspectives,
including by industry. Which industries lead the pack? Which ones are bringing
up the rear? Who has more to lose?
The Life Sciences and Pharmaceuticals industry has a lead in
terms of their approach and views on CX while Insurance appears to be lagging.
When asked, are customers willing to pay more for great customer experiences?
And, when it comes to CX implementations
Who has more to lose for not delivering positive CX?
Media/Entertainment estimates they lose an average of 27% of annual revenue as
a result of not providing a positive, consistent and brand-relevant CX.
Consumer Electronics/Technology comes next with a 25% loss followed by
Distribution and Travel, both estimating a 23% loss.
When it comes to investing in CX, all industries plan to
increase their investments over the next two years. Although where those funds
will go differs as the top priorities vary among industry
One trend that is consistent across all industries is the large
chasm that exists between what business executives think and what their
customers think when it comes to delivering a positive CX. You can find more
insight into this disconnect with executives in the Forbes article Why
CEOs Don’t Understand Their Customers.
I’ll stop with the jaw-dropping data and conclude by
reminding everyone that CX is a marathon, not a sprint. CX is still in its
infancy, but your strategy likely needs to catch up to customer expectations and then keep pace. Use the data in this survey
to understand where your CX strategy needs better conditioning. Pull ideas from
other industries to see how you can deliver great CX in your market.
1 “2011 U.S. Customer Experience Impact (CEI)
Report,” RightNow (acquired by Oracle in March 2012)