Variance in Customer Experience


The Variance in Customer Experience addresses how the level of consistency or disparity in brand-related content, claims, offers, images and messages on web sites, collaterals, ads, merchandising displays, email, statement stuffers and bills, live events, in-store exchanges and contact center interactions affects customer perception and experience. Recognizing the challenges marketers face to consistently present, optimize and track the customer experience at every touch point across all types and avenues of communication and experiential events, the CMO Council has set out to catalog those critical points of interaction when corporate content meets customer experience.

To appraise the Variance in Customer Experience, the CMO Council developed an auditing tool and methodology for determining how well leading brand marketers capture, convey and reinforce their brand promise and value proposition across their channels, products, geographies, divisions, points of contact, service, corporate events and sponsorships. The scorecard and auditing tool served as the backbone to the first audit of major consumer brands, starting with 25 key constituents across financial services, retailers, travel and lodging, consumer packaged goods, consumer electronics, wireless services and media, sports and entertainment. Companies audited in this initiative were selected at random and are not associated with the program in any formal manner. However, the lessons learned from their assessments provide best practice insights into how to map, manage and adapt content touch points to maximize the customer experience.


Facts & Stats

  • Companies lose 10 customers for every one complaint.
  • 13% of people will tell more than 20 people about their bad experience.
  • 90% of unhappy clients will not do business with the same company again. However, 95% of those unhappy customers will return is an issue is resolved quickly and efficiently.
  • According to a 2007 Forrester Research report, 47% of executives surveyed said that customer experience will play a very important role over the next 3 years.
  • According to the same study, 73% of respondents site a lack of clear experience strategy as a key challenge.
  • To look at how experience affects customer attrition, Maritz did a poll of financial service customers. 43% of customers leave an organization because of a negative service experience, and of those, 77% attribute that experience to employee attitude or behavior.
  • Turning the Maritz statistics into hard numbers, this means for an average US bank, the bottom line annual profit loss due to employee driven attrition is over $6 Million.