Study: Customer-Centric Organizations Perform 3X Better Than Their Peers

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56% of B2C companies have dedicated CX team compared to 19% of B2B companies 
Customer centric organizations experience 3X growth compared to non-customer centric organizations. (3% annual growth compared to 9%) 
The size of the company greatly affects whether or not they have a dedicated CX team

Usersnap, a leading customer feedback tool being used by thousands of websites worldwide including Facebook, Microsoft and Canva, surveyed over 100 CX professionals including marketing and product developers from companies around the world to understand how different organizations focus on Customer Experience (CX) and how it impacts the company’s success. They surveyed the respondents throughout the summer of 2020 from both B2B and B2C companies.

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The key findings are as follows: 

Ownership of CX

B2C companies are almost 3 times more likely to have a dedicated CX team (56%) than B2B, as only 19% of B2B companies report to have a dedicated CX team.

For those companies without dedicated CX teams, the survey found that in both B2B and B2C companies, the role of customer service spreads across multiple departments.

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In B2B companies, 60% of respondents say the support team works on CX activities, followed by 50% saying the responsibility falls under Marketing and another 50% pointing at Product.

However, in B2C companies the Customer Support teams appear to own most of the CX responsibility (67%), while Operation teams also have an important role to play with 61% of the responsibility. In B2C the role of order tracking, delivery and potential return process for consumer goods is an essential part of CX.

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Companies with dedicated CX teams experience 3 times the growth compared to non-customer centric organizations. 

One key finding was how having a dedicated CX team impacts the overall success of the company. The survey found that those with a dedicated CX team predicted 9% revenue growth this year compared to those who don’t – who reported 3% revenue growth.

Size of company v dedicated CX team 

The report finds that the company’s size also impacts whether or not it has a dedicated CX team. Companies with 200+ employees are 2 times more likely to have a CX team. Most CX teams have between 1-5 staff.

22% of companies with less than 200 employees reported to have a dedicated CX team compared to 43% of the companies with more than 200 employees

What tools companies use to measure customer satisfaction:

The survey also aimed to understand how companies measure customer satisfaction and what tools they use to monitor their success. They found that companies use a mix of methods to determine their CX success with an average of 2.7 methods being used.

They also were surveyed to understand what tools the companies use to measure.

For B2B companies, the survey comes out on top, with 64% of companies using it.

In second place comes customer feedback software with 60% of B2B companies reporting using one compared to 56% of B2C companies.

Only 50% of B2B respondents claim to use NPS.

Interviews are the third popular choice to get feedback with 55% of B2B companies reporting doing so along with 44% of B2C companies. Chat services and bots came in 4th place with 50% of B2B and 44% of B2C companies using them

B2B companies get customer feedback through questionnaires (38%) and product review platforms (19%), as well. B2C companies, on the other hand, work slightly differently, and are over 2x more likely to use product review platforms (39%) and 10% less likely to use questionnaires (28%).

Note that many feedback tools offer surveys as well as other types of feedback collection.
When it comes to B2C companies, their second and third most popular methods besides customer feedback software (56%) include CSAT (Customer Satisfaction Score) and product analytics, both with 44% of respondents using them.

Customer Journey Maps

43% of B2B companies reported mapping out the customer journey and measuring specific KPI’s against each touchpoint

Ashley Cheng, Senior Marketing Manager from Usersnap, commented “We wanted to try and separate fact from fiction and truly understand the role CX plays in a company’s success. Also it was important for us to understand how the ownership is distributed in both B2B and B2C companies. I feel the key takeaway is that customer centric organizations grow much faster than non-customer centric ones, proving once again that the customer is always right.”

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