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Home Our thinking Customer Experience

Making the difference with customer experience

How to become a customer
experience-driven organisation



Download the findings

In our latest research, which surveyed 95 international senior professionals across a range of sectors, we define eight customer experience dimensions that form the foundation of any customer experience strategy:

  • Understand your customers
  • Be driven by insight
  • Innovate as usual
  • Differentiate value propositions
  • Design the journey
  • Provide channel choice
  • Personalise the experience
Customer experience survey

And we do not stop there. We define how these dimensions correlate with best practice through our Customer Experience Management Maturity Model. The model sets out where organisations should be starting their customer experience management journey and in what order they should be implementing initiatives.

Download the findings


Eight customer experience management dimensions

We have identified eight capabilities, outlined below, that organisations can evolve and improve to achieve customer experience management maturity. Based on our extensive experience, and drawing on best practice, these dimensions formed the foundation of our survey. We asked respondents to rate their own ability to execute on each of these dimensions and the respondent’s average score of these dimensions constitutes their customer experience management score. You can see the average score of all companies in relation to each dimension.

Select an icon below to see how organisations rank themselves on the eight key dimensions:

Differentiate Value Proppositions
Design The Journey
Provide Channel choice
Personalise The Experience
Balance The Approach
Innovate As Usual
Be Driven By Insight
Understand Your Customers

Differentiate Value Proppositions

Design The Journey

Provide Channel choice

Personalise The Experience

Balance The Approach

Innovate As Usual

Be Driven By Insight

Understand Your Customers

Differentiate Value Proppositions
Design The Journey
Provide Channel choice
Personalise The Experience
Balance The Approach
Innovate As Usual
Be Driven By Insight
Understand Your Customers

Differentiate Value Proppositions

Design The Journey

Provide Channel choice

Personalise The Experience

Balance The Approach

Innovate As Usual

Be Driven By Insight

Understand Your Customers


PA's customer experience management maturity model

It became clear that there is a clear sequence in the way best practice companies build up their customer experience management capability. The unique maturity model that we have developed, based on their responses to more than 50 questions related to customer experience management, clarifies the customer experience priorities of any organisation – dependent on the customer maturity they have already achieved.

Our Customer Experience Management Maturity Model displays which capabilities need to be developed to meet each of the four levels within the model – ‘market-driven’, ‘customer-driven’, ‘relationship-driven’ and ‘experience-driven’ – together with the best practices required to build the capabilities.

PA's customer experience management maturity model

Our Customer Experience Management Maturity Model displays which capabilities need to be developed to meet each of the four levels within the model – ‘market-driven’, ‘customer-driven’, ‘relationship-driven’ and ‘experience-driven’ – together with the best practices required to build the capabilities.

It is important to note that while it is possible to start working towards the more advanced capabilities required in the later stages of maturity, it is essential for organisations to master the more basic capabilities to ensure long-term success.

We found that the vast majority of organisations we surveyed are still placed at the bottom at ‘market-driven’ and very few have made it to the ‘experience-driven’ level.

Customer experience_diagram2-mobile_300x1900

Getting started

The four steps outlined in our Customer Experience Management Maturity Model are the foundation for success if organisations are to succeed at customer experience management.

These are not short-term fixes, but areas that need to be developed and nurtured over time. As the thriving organisations cited throughout this report demonstrate, success is achievable – but only through challenging your organisation’s convention.

Download the findings


Contact us

To speak to one of our experts about developing your organisation’s customer experience management capabilities, please contact:

 
Claus Hoyer Madsen

Claus Hoyer Madsen
PA digital expert

Email | LinkedIn

Troels Gregersen

Troels Gregersen
PA business design expert

Email | LinkedIn

 
 
 
 
 

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