Measuring the customer journey improves the cx
New research from reveals that companies which understand the full end-to- end journey their customers take, are over two times more likely to have reported revenue increases over the last twelve months. Similarly, twice as likely to expect revenue increases over the coming year.
Gobeyond Partners surveyed over 450 people at manager level or above, covering retail and wholesale, financial services and banking, private healthcare and insurance. The data reveals that respondents who measure the end-to-end journey are likely to fare much better than those who don’t.
A critical aspect of the customer journey is the relationship between positive customer satisfaction and positive employee experience. The survey results demonstrate a correlation between these, highlighting that those who provide a good employee experience internally are 30% more likely to report a good customer experience externally.
The results also highlight that those companies which focus on the end-to-end journey are two times more likely to agree that their organisation provides an excellent customer experience overall.
Mark Palmer, CEO of Gobeyond Partners explains: “Our first press release from these findings revealed that customer experience is a human issue, which should be addressed strategically and prioritised by the board. Our second press release highlights the relationship between business performance and the way organisations think about customer experience. Through this research, we want to encourage organisations to look at the full end-to-end journey to achieve better outcomes for their customers, and their bottom line.”
Other supporting statistics from Gobeyond Partners’ research include:
- 75% of respondents agree that their company delivers an excellent customer experience;
- Over two-thirds (69%) of managers agree that their company delivers a good employee experience;
- 80% agreed that their company takes the necessary steps to ensure that employees have the competencies and skills necessary to make the most of new technologies;
- 76% agree that their company utilises employee feedback to improve service design and delivery;
- 45% revealed that their revenues have increased over the past 12 months;
- 52% are expecting revenues to increase over the next 12 months;
- 71% of respondents were concerned about the impact that changing customer expectations will have on business growth;
- 62% of businesses admitted they are concerned about the impact that the current speed of technological change will have on their company’s growth
Palmer continues: “In addition, we know that there is a relationship between customer and employee satisfaction. The research highlights this, underlining the need to think about every business challenge through a human lens.”