Stat of the week: which industry is least likely to define an experience for its customers?


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Post number 3  in our new stat of the week series.  Some really great discussions triggered here and on twitter. Join us!

Here’s this week’s stat:

Just 43% of leaders in wholesale companies say there is a definition of customer experience that’s well understood definition across their organizations.  This industry group is the only one in our study that holds a higher proportion of organizations that don’t have a well understood customer experience than those that do

OK, two stats:

Working our way up from the bottom, leaders of manufacturing organizations are the next least likely to say their organizations understand a defined customer experience.

These findings make me wonder how wholesale and manufacturing organizations impact the performance of the companies who rely on them to fulfill their direct consumer or business customer experiences. I’ve said here before that every experience starts with a person who has a need or problem they would pay money to have solved.  Given that truth, what makes the downstream customer of a wholesale organization have a need that’s less definable or important than an end user?

It would seem the lack of customer experience understanding in firms that are part of the supply chains of others will impact the performance at the end of the chain in a negative way.

In our upcoming 2010 study, we might have to ask the leaders in organizations who face business or consumer customers at the end of a supply chain to tell us how their relationships with manufacturers and wholesalers in the supply chain impact their performance. Any bets on what we’ll find?

So what else should we ask the business leaders in our research? What would you like to know about how organizations are using customer experience to drive performance?

Republished with author's permission from original post.

Linda Ireland
Linda Ireland is co-owner and partner of Aveus LLC, a global strategy and operational change firm that helps leaders find money in the business performance chain while improving customer experiences. As author of Domino: How to Use Customer Experience to Tip Everything in Your Business toward Better Financial Performance, Linda built on work done at Aveus and aims to deliver real-life, actionable, how-to help for leaders of any organization.


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