The document discusses the current state and future direction of customer experience (CX). It finds that while 59% of large companies want to lead their industry in CX within three years, currently only 13% have a high level of CX maturity. Customer experience is shown to strongly correlate with customer loyalty. The document outlines six stages of CX maturity and eight emerging CX skills companies will need to master to reach the highest levels of CX.

1. Where is Customer
Experience Heading?
CXPA UK Networking Event
Bruce
Temkin
Customer
Experience
Transformist
&
Managing
Partner
Temkin
Group
September
2012

2. Welcome!
Copyright © 2012 Temkin Group. All rights reserved.

3. What’s up with CX?
13%
Currently have a
high level of CX
maturity
Base: 200+ large companies
Source: Temkin Group report. The State of CX Management, 2012
Copyright © 2012 Temkin Group. All rights reserved.

4. What’s up with CX?
59%
13%
Currently have a Want to lead their
high level of CX industry in CX
maturity within three years
Base: 200+ large companies
Source: Temkin Group report. The State of CX Management, 2012
Copyright © 2012 Temkin Group. All rights reserved.

5. The core insight…
“Do what you do so well
that they will want to
see it again and bring
their friends.”
- Walt Disney
Copyright © 2012 Temkin Group. All rights reserved.

6. +30
Correlation
Temkin Loyalty Ratings coefficient (R)
versus industry average U.S. = .83
(percentage points) UK = .89
-20 +20
Temkin Experience
Ratings versus
industry average
(percentage points)
-30
Source: Temkin Group report “The ROI of Customer Experience”
Copyright © 2012 Temkin Group. All rights reserved.

7. Customer experience correlates to loyalty
for UK firms
Customer Experience Customer Experience
Leaders Laggards
Willing to buy more +9.4 -7.1
Unlikely to switch +12.4 -7.4
Likely to recommend +10.4 -8.7
Loyal customers
versus industry average
(Difference of percentage points)
Source: Temkin Group report “The ROI of Customer Experience”
Copyright © 2012 Temkin Group. All rights reserved.

8. Temkin Experience Ratings examines three
areas of customer experience
How did you Were you able to
)
Func
nal
feel about it? achieve your goals?
o %o
%o n a
Experience)
Em
l)
Accessible)
How easy was it?
Copyright © 2012 Temkin Group. All rights reserved.

9. 2012 Temkin Experience Ratings UK
50% 60% 70% 80%
Very Poor Poor Okay Good Excellent
Grocery
Retail
Banks
Credit Card Issuers
Wireless Providers
Computer Makers
Insurers
Low Score Industry Average High Score
Base: 3,000 UK consumers, 66 companies
Source: Temkin Group report “2012 Temkin Experience Ratings UK”
Copyright © 2012 Temkin Group. All rights reserved.

10. 2102 Temkin Experience Ratings UK:
Companies outpacing their industry
Company Industry Above Industry
John Lewis Retail +13
Tesco Bank Credit cards +12
Amazon.com Retail +11
Nationwide Building Society Bank +10
Co-operative Bank Bank +9
Hewlett-Packard Computer maker +8
Tesco Mobile Wireless +8
Waitrose Grocery +8
Apple Computer maker +7
O2 Wireless +7
Post Office Bank +7
Acer Computer maker +7
AXA Insurance +6
Aviva Insurance +6
Base: 3,000 UK consumers, 66 companies
Source: Temkin Group report “2012 Temkin Experience Ratings UK”
Copyright © 2012 Temkin Group. All rights reserved.

11. The evolution of CX management
CX Mastery
(2014+)
CX Professionalism
(2011 to 2015)
CX Exuberance
(2008 to 2012)
CX Intrigue
(2005 to 2009)
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Temkin Group report “The Future of Customer Experience”
Copyright © 2012 Temkin Group. All rights reserved.

12. CX factoids on large firms (>$500 million)
59% have a senior exec in charge of CX
65% have five or more full-time CX professionals
72% identify “other competing priorities” as a
significant obstacle
19% of senior execs trade-off short-term financial
results for longer-term customer loyalty
Source: Temkin Group report “The State of CX Management, 2012”
Copyright © 2012 Temkin Group. All rights reserved.

13. Six stages of CX maturity
Organization does not view CX
Ignore
as core part of its value proposition.
Senior executive(s) recognizes that CX is
Explore
important and appoints a temporary group
Full-time executive leads CX team and starts
Mobilize
making incremental changes
Clear CX governance in place and organization
Operationalize
starts redesigning cross-functional processes
CX metrics are integrated into executive
Align
scorecards and business operational reviews
CX is integral part of company culture
Embed
and not managed as a separate activity
Source: Temkin Group report “The Future of Customer Experience”
Copyright © 2012 Temkin Group. All rights reserved.

14. Six stages of CX maturity
Organization does not view CX
Ignore
as core part of its value proposition.
59%
Senior executive(s) recognizes that CX is
Explore
important and appoints a temporary group
Full-time executive leads CX team and starts
Mobilize
making incremental changes
28%
Clear CX governance in place and organization
Operationalize
starts redesigning cross-functional processes
CX metrics are integrated into executive
Align
scorecards and business operational reviews
13%
CX is integral part of company culture
Embed
and not managed as a separate activity
Source: Temkin Group report “The Future of Customer Experience”
Copyright © 2012 Temkin Group. All rights reserved.

15. Eight emerging CX skills
• Journey-centric alignment
• Mobile-infused experiences
• Predictive personalization
• Distributed contextual insights
• Federated CX capabilities
• Business rhythm integration
• Rejuvenated purposefulness
• Promoter activation
Source: Temkin Group report “The Future of Customer Experience”
Copyright © 2012 Temkin Group. All rights reserved.

16. Thank you!
Bruce Temkin
Customer
Experience
Transformist
&
Managing
Partner
Temkin
Group
www.temkingroup.com
For info from this presentation:
Chairman,
CXPA
tinyurl.com/TG-CXPA-UK
Copyright © 2012 Temkin Group. All rights reserved.

17. Join and be active!
www.CXPA.org
Copyright © 2012 Temkin Group. All rights reserved.