Para conocer cuál es el «estado del arte» en numerosas disciplinas, muchas veces es habitual y necesario recurrir a las encuestas para tener un enfoque mixto que aporta datos cuantitativos pero también enfoques cualitativos. Eso es así especialmente en las disciplinas consideradas «nuevas», aunque en el caso de la experiencia de cliente, como ya sabemos, se trata de una concepción de la visión comercial y corporativa que hunde sus raíces en los años 80.
One of the flagships of customer experience on the other side of the pond, the Temkin Group consultancy based in Waban, Massachusetts, recently conducted one of those surveys that provides some key data to understand the current state of the discipline. This is the fifth year in which they have examined the professional roles associated with customer experience, and the third in which they have also assessed their salary bands.
The full edition of the study is available for a fee, but in any case, the company's own blog gives us some clues about it. These are some of the most relevant data:
- The vast majority, 87 per cent of respondents, say their customer experience efforts have had a positive business impact in 2017.
- De manera prácticamente unánime (96 por ciento) se califica el trabajo en experiencia de cliente como «una gran profesión«.
- Four out of five respondents (80 per cent) believe that customer experience will be more important to their business in 2018 than it was in 2017, and only one in 20 believe it will be less important.
- In a new business environment where customer experience is linked to aspects such as talent retention, almost half (48 per cent) expect to see an increase in staffing levels over the course of 2018, with significantly more (only 6 per cent) expecting the opposite.
- An environment in which digital transformation is also an unavoidable reality. It is therefore not surprising that there is also a majority focus on increasing spending on customer-oriented software, as well as on web experiences and customer behaviour analysis.
- In terms of the salary band, there is no doubt that this profession requires highly specialised knowledge, and this is reflected in the salaries, which range from $100,000 per year for mid-level employees, to the almost $300,000 that executive customer experience consultants may be earning.
The methodology for this study was to survey 221 customer experience professionals and compare their responses to similar studies in recent years. The survey questions included questions on corporate customer experience efforts, the impact on their companies and business plans, as well as expectations for the current year. Of the total respondents, 158 also agreed to participate in the survey on remuneration.
In the light of these data, there is no doubt about the very interesting panorama that this discipline offers, as well as the growing need for companies to have highly specialised personnel in charge or external personnel for consultancy tasks and adaptation of the company to new realities. Without customer experience, no company can direct its efforts towards a path of sustained, viable, long-lasting and stable growth.
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