Market Overview

Gartner Says Customer Experience Pyramid Drives Loyalty, Satisfaction and Advocacy

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New Research Shows Organizations How to Discover Innovative
Customer Experiences that Build Stronger Relationships

Eighty one percent of customer experience (CX) leaders report they will
compete mostly or entirely on CX, but less than half have established
the rationale for why CX drives business outcomes, according to Gartner,
Inc
. The goal of CX is to meet and exceed customer expectations, but
while 48 percent say their CX efforts exceed management's expectations,
just 22 percent of CX leaders report their CX efforts exceed customers'
expectations.

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Figure 1: Gartner Customer Experience Pyramid. Source: Gartner (July 2018)

Figure 1: Gartner Customer Experience Pyramid. Source: Gartner (July 2018)

To address this challenge, Gartner unveiled the CX Pyramid, a new
methodology to test organizations' customer journeys and forge more
powerful experiences that deliver greater customer loyalty and brand
advocacy.

"The fact that so many organizations understand the importance
of CX
to the brand, but are unable to deliver outcomes that meet or
exceed customer expectations is indicative of the growing need for fresh
approaches to delivering more positive outcomes for customers," said Augie
Ray
, research director at Gartner. "Leading brands in CX start with
a strong foundation in customer satisfaction. Getting this right and
understanding how to build upon it to drive positive financial and
business outcomes is what sets the best brands apart from the rest."

The Gartner CX Pyramid (see Figure 1) is a framework to understand what
separates the most powerful customer experiences from the rest. Each
level, from bottom to top, defines an incrementally stronger way to
forge relationships between an organization's brand and their customers
based on the way CX leaders listen for, understand, act on and solve
customer needs.

The pyramid helps to identify the most powerful
CX
based on criteria including: (a) how the experiences are
triggered, (b) the amount of effort required of the customer, (c) the
completeness of the solution, and (d) the emotion and change in
perception created by the experience. The CX pyramid goes beyond just
solving today's problems for today's customers, by focusing on five key
stages:

  • Stage 1: Communication Level – Furnish customers with the
    information they can use via the right channel at the right time.
  • Stage 2: Responsive Level – Solve the customer's problem
    quickly and efficiently – meaning, balance both business and customer
    goals, measures and strategies.
  • Stage 3: Commitment Level – Listen for, understand and resolve
    customers' unique needs.
  • Stage 4: Proactive Level – Provide experiences that resolve
    needs before customers ask.
  • Stage 5: Evolution Level – Make customers feel better, safer or
    more powerful.

Through these various levels, the CX pyramid should serve as a filter to
review customer touchpoints and experiences throughout the entire buy,
own and advocate journey.

CX leaders looking to drive more powerful, proactive and innovative
solutions through the CX pyramid should follow three key steps:

  • Assess Your Capabilities – Ensure they're capturing a thorough
    understanding of customer wants, needs and expectations, not just
    their perceptions of your existing initiatives.
  • Tailor Your Customer Journey Maps – Push experiences in the top
    of the CX pyramid at key touchpoints and drive customers deeper into
    the buy, own and advocate journey.
  • Measure Your More Innovative CX Efforts Differently – CX
    leaders must make sure to measure
    their more innovative customer experiences against adoption,
    perception and financial objectives.

Additional details on adopting Gartner's CX pyramid are available to
Gartner for Marketers clients in the report "Use
Gartner's CX Pyramid to Uncover Innovative Customer Experiences That
Create the Strongest Customer Relationships."
More topics like this
will be discussed at Gartner's
Sales & Marketing Conference
in Las Vegas, NV, October 9-11,
2018.

About the Gartner Sales & Marketing Conference

Sales and marketing leaders face unprecedented changes in customer
expectations, technology and the talent needed to drive results. At the Gartner
Sales & Marketing Conference 2018
, taking place October 9-11 in
Las Vegas, sales and marketing leaders will learn from the latest
research, Gartner experts, and esteemed peers, to guide them through
this time of change. Follow news and updates from the event on Twitter
at #GartnerSMC.

About Gartner

Gartner, Inc. (NYSE:IT) is the world's leading research and advisory
company and a member of the S&P 500. We equip business leaders with
indispensable insights, advice and tools to achieve their
mission-critical priorities and build the successful organizations of
tomorrow.

Our unmatched combination of expert-led, practitioner-sourced and
data-driven research steers clients toward the right decisions on the
issues that matter most. We're trusted as an objective resource and
critical partner by more than 15,000 organizations in more than 100
countries — across all major functions, in every industry and enterprise
size.

To learn more about how we help decision makers fuel the future of
business, visit www.gartner.com.

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