Total Engagement Consulting Co., Ltd. jointly conducted the “CX Project Survey 2020” with Trim Tab Japan Co., Ltd. We conduct an online survey targeting people in charge of companies involved in customer experience (CX) improvement, and publish the topics of the survey results. It was revealed that successful CX projects have common characteristics in their approach and promotion methods.
Reference source: CX Project Survey 2020 (Total Engagement Consulting/Trim Tab Japan)
Background of CX Project Survey 2020
Total Engagement Consulting Co., Ltd. and Trim Tab Japan Co., Ltd. mentioned the current state of efforts to improve CX (customer experience) in Japan as the background for their survey. Following the example of the United States, an advanced CX country, an increasing number of companies are promoting CX improvement in Japan, and although there are some success stories, the sharing of knowledge needed to lead projects to success is still under development.
This survey was conducted in response to the need to share knowledge among Japanese companies and increase CX activation in the future.
The survey results indicate several points that are common to successful CX projects.
About the importance of linking CX and DX
Regarding the relationship between improving CX (customer experience) and DX (digital transformation), in response to the question “Do you recognize CX as an activity related to DX?” More than half of the respondents answered, “We are planning to make it a part of DX” (21.9%) and “We are planning to make it a part of DX” (34.4%).
Furthermore, when we limited the same question to respondents who positively evaluated CX projects as “partially successful” or “fairly successful,” we found that 75% of the respondents did. Both companies analyze that this result suggests the importance of linking CX with DX.
Reference source: CX Project Survey 2020 (Total Engagement Consulting/Trim Tab Japan)
The importance of sharing customer opinions and issues within the department
Questions about efforts to improve CX within departments revealed that successful projects share more in-depth information, such as sharing comments from customers and sharing priority areas for improvement. analysis. In particular, sharing comments from customers promotes empathy among internal staff, increases motivation, and promotes the pursuit of root causes.Sharing items that should be prioritized for improvement is the cornerstone of activities to improve issues. It was shown that it is effective for
Reference source: CX Project Survey 2020 (Total Engagement Consulting/Trim Tab Japan)
On the importance of sharing information across departments
The survey showed that efforts to improve the customer experience reach every point of contact between a company and its customers, and therefore require cross-departmental activities. The analysis shows that in successful projects, efforts to improve customer experience are organized as cross-departmental teams, and examples of successes and failures in improvement activities are shared across departments.
Reference source: CX Project Survey 2020 (Total Engagement Consulting/Trim Tab Japan)
The survey report also introduces other key points of successful CX project initiatives. From a CX consulting standpoint, he also presents suggestions for increasing the probability of project success.
Reference source: CX Project Survey 2020 (Total Engagement Consulting/Trim Tab Japan)