We ask them who they love for CEM and why. We also ask them who they don\u2019t care for and why. Then we ask them what their challenges are, what trends they see, and how much time and energy they are going to invest in the area of CEM in the coming year.<\/p>\n
This year\u2019s survey had a few surprises, particularly in the Top 10 list.\u00a0 There were a few new faces on the list and few old faces that were missing. Let\u2019s start with the Top 10 first.<\/p>\n
<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Source: <\/i>Global Leaders of Customer Experience Management Survey (GLS) 2013<\/i><\/p>\n As you can see, there are 4 new companies on the list, representing 40% of the list.\u00a0 The experts said that these companies had the best customer experiences that they admired. The biggest reason that those surveyed gave was excellent customer service. Other key areas that our leaders identified as particularly important for their ranking of the top 10 included good communication ease of use of their experience, and quality of touch points, or places where contact occurs between the company and its customers.<\/p>\n Not surprisingly, Amazon.com sits in the number 1 spot. In my post, \u201cA Message to Wall Street:<\/a>\u201d I refer to their Amazon\u2019s letter to shareholders in which founder and CEO Jeff Bezos details his plans to build his company on a customer-centric foundation. They have made customer satisfaction and superior customer experience management a priority for years.<\/p>\n Newcomer John Lewis, a department store chain in the UK, will be no surprise to people in the UK. They have been admired by many for their employee engagement and the constant effort to exceed the customer expectations. Employee engagement<\/a> is an important ingredient in the recipe for customer experience success. The company\u2019s slogan since 1925 has been, \u201cNever Knowingly Undersold.\u201d This customer-centric focus is working for them, however, and is garnering the positive attention in thought leaders in the field.<\/p>\n We found fewer surprises on the bottom 10 list. Most of the companies that are here make fairly regular appearances in this position.\u00a0 Here is the bottom 10 for CEM:<\/p>\n Source: <\/i>Global Leaders of Customer Experience Management Survey (GLS) 2013<\/i><\/p>\n One thing many of these companies have in common is that they have poor quality service. Almost half of our respondents identified this as the main reason they are on the bottom of the list. Many of these companies are huge brands which is common as customer experience management is more difficult to maintain when a company or brand is large and customer expectations are no longer being met. \u00a0For at least two of these companies, Walmart<\/a> and Ryanair, <\/a>\u00a0I have written about and I am not surprised to see them here. \u00a0As you can see in the graphic, both Banks and Facebook are suffering from bad press coloring the opinions of our experts.<\/p>\n Other common reason that they are on the bottom are related to the actual interaction. Either there is no care available, or when you get customer care they are poor at communication, problem solving, or just plain rude.\u00a0 These factors are clearly damaging to a customer\u2019s experience.<\/p>\n We believe at Beyond Philosophy that every customer experience needs to have a focus not only on the rational side of the experience but also the emotional part of the experience. The top companies do this. The bottom not so much.\u00a0 Also, another thing the top have in common is that they have an excellent awareness about what their experience actually is and where they want it to go. The bottom, companies either don\u2019t know or don\u2019t care. The key takeaway here is to be on the top you need to understand the whole experience through the customer\u2019s eyes both logically and emotionally and also use this information to design a customer experience for your organization that reflects the experience you want them to have.<\/p>\n Global leaders in Customer experience management have identified the top and bottom of the heap as it pertains to customer experience. Maybe you have similar experiences with these companies or one you would like to add to the list, either the top or bottom?<\/p>\n![\"Customer](\"http:\/\/www.beyondphilosophy.com\/wp-content\/uploads\/2013\/12\/bp-2013-survey-11.jpg\")
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