In its latest Viewpoint, “Managing the Customer Experience: Going from Good to Great”, Arthur D. Little presents its experiences and methodology on how to become great at customer experience management. Today, Customer Experience Management is more important than ever as it plays a critical role in companies’ ability to differentiate.
There is a strong economic argument for investments into customer experience. A study by Arthur D. Little showed that a one percentage point increase in the Customer Satisfaction Index leads to a 2.9 percent increase in Average Revenue per User (ARPU) and to a 3.2 percent decrease in churn in the mobile telecommunications sector.
“Telecommunication operators should look outside their industry for inspiration on great customer experience management,” states Matthias Riveiro, Principal in Arthur D. Little’s S&O practice. “Companies, such as the Ritz, Zappos (a subsidiary of Amazon) and Southwest Airlines, are raising the bar of customers’ expectations of products and services.
Arthur D. Little has developed a maturity model that can be applied as a framework, enabling corporations to examine the complexity, integrity and degree of completeness of customer experience management – and thus for an evolutionary process towards excellence.
How does a company go from good to great? “It is about delivering a branded, personalized, end-to-end experience across all touch points,” states Dr. Michael Opitz, Director in Arthur D. Little’s TIME practice. “For most companies, this requires a major transformation to become customer-centric across all activities.” The ultimate objective is for the experience to exceed customers’ expectations, appeal to the customer on an emotional level and turn him into a fan.
To access the full report, please visit:
www.adl.com/CustomerExperience