This is the fifth CXi Ireland Customer Experience (CX) Report and over the last five years we have seen a lot of change but in many ways a lot has stayed the same with the challenges in delivering CX excellence remaining constant.
The decline in CX scores, which started in 2017, has continued this year with a further drop of -4%. Only 15 brands saw their scores improve in 2019. And of these, only three saw improvements in their scores in 2018. A true indication that giving customers a consistent and meaningful experience is not easy and needs continued focus.
The Credit Union have been the number one brand in the survey for the last five years which is a fantastic achievement; they are only one of three brands to maintain top 10 status. Whilst these top 10 brands maintain the gap between themselves and the rest, the bottom brands are drifting further away. Many are struggling to get traction with their CX initiatives or are just not focused on customers. Action is key if they aren’t to fall further behind. The compacting of brands into “CX mediocrity” is still evident. If brands want to escape this mediocrity and differentiate themselves from their competitors through CX it needs to move from a project to core business strategy with the relevant sponsorship, investment and resources put behind it.
We measure CX Excellence using our Six Emotional Drivers. The one that has seen the biggest decline in the last year is “You Deliver on Your Promise”.
Rising customer expectations continue to cause major headaches for many brands. Having a clear customer promise that is understood by everyone in the organisation and aligned with delivery through each channel is critical. We talked in last year’s report about the marrying of technology with the human touch and this is still a balance that must be got right. Human beings thrive on making connections with each other. Whilst digital plays a key role in delivering an easy, stress-free experience it is the human interactions that create the memorable experiences we remember and share.
The standout insight for us this year is how important the staff experience is becoming. It may sound clichéd but it really is a case of “happy staff” = “happy customers”. Companies with a strong CX performance are recruiting for emotional intelligence and attitude, investing in training and empowering staff to deliver the right experience for the right customer at the right time. And we’re not just talking about frontline staff who interact directly with the customer. We’re talking about every member of staff. The brands who harness their people power will be the ones who reap the rewards.
The CX Company
Authors: Cathy Summers, Michael Killeen, Siobhán Mallen, Laura Killeen and Isabelle Fitzgerald
About the CX Company
The CX Company help leading Irish CX companies accelerate their delivery of
CX Excellence to their customers and staff.
Our CX best practice is designed from robust Irish customer insights and benchmarks along with global best practice.
We have a proud track record of helping companies differentiate their business to dominate competitors, lock in your customers for longer, motivate customers to become inspired advocates and empower your staff to deliver CX Excellence consistently across all touchpoints.