Companies evaluate their customer experience skills — everything from awareness through interaction to advocacy — the way most of us think about our driving: they think they're much better at it than they really are. In a recent Forrester study, for example, 75% of respondents said their team had made a customer experience innovation in the past year. But if you compare those numbers to customer satisfaction levels, they just don't add up. Although most companies see customer experience as a priority, they aren't innovating as much as they think they are. One reason is they're focusing too hard on their competitors or companies in other industries for ideas and inspiration. But that's not innovation; that's called keeping up with the status quo.
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