Experience Design and Innovation (CX Centric State of Customer-Centricity Report)

At the end of 2023 CX Centric launched the first global State of Customer Centricity Research Project. The objective of this project was to establish a global benchmark related to Customer Centricity. Over 250 organisations worldwide took part in this project. This research was based on the Customer Centricity Maturity Model (CCMM). To access the full State of Customer Centricity report click here.

In this article we explore the results specifically related to Experience Design and Innovation, which is one of the eight principle domains of the CCMM Model.

The experiences that a company provides must be managed and leveraged effectively taking into account both the customer and the organization’s needs. This means having a clear picture of the experiences you create, innovating these experiences, and controlling them to ensure they remain competitive.

The rise in subscription models means that managing churn and managing expansion is a crucial part of business today. This is often referred to within the subject of customer success. We work with partners to educate business leaders about customer success and how to implement customer success. Nearly 60% of organizations that we surveyed didn't have a formal customer success operation in place.

A quarter of the organizations that we surveyed don't document the experience from the customer's perspective. So using customer journeys or customer personas, we know that some of these organizations might be complacent.

Mainly large organizations that took part in the state of customer centricity 2023, a lot of them are complacent, so they're making profits, they're making a lot of sales, their brand might be well known, and for them, business is good. So they are taking their customers for granted, and they believe they can because for them, customers will buy from them. Either way some think they know what the customer experience is , so they don't need to go and ask the customer. The other aspect is they may not have the skills and knowledge to actually carry out these activities. Experience design is a key part of the CC M M model, and this is tackled further in our training.

To learn more on the importance of Experience Design and Innovation click here

This October we are running our first all-encompassing 5 week Customer Experience Summer School. We will support professionals to level up their knowledge and skills in Customer Experience. Please check out the link and register interest. Please note that spaces are limited so reserve your space to avoid disappointment.