{
  "docId": "019dd923-5ca1-7489-b636-1f29d1af210a",
  "docSlug": "60507f7e69f46c0f",
  "documentTitle": "Bridging Customer Experience Gap",
  "authorId": "Cognizant",
  "authorName": "Cognizant",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "portrait",
  "aspectRatio": 0.707,
  "pageNumber": 11,
  "pageCount": 56,
  "prevPage": 10,
  "nextPage": 12,
  "slideType": "situation_overview",
  "function": "establish_context",
  "density": "overcrowded",
  "nDataPoints": 4,
  "notes": "The slide serves as an introduction to the report's findings, referencing data tables that appear on subsequent pages.",
  "elementsJson": [
    "headline_text",
    "paragraph"
  ],
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-1f29d1af210a/11",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-1f29d1af210a",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-1f29d1af210a.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-1f29d1af210a#slide-11",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Business professionals surveyed are aware of the deficiencies when it comes to the customer experience they offer customers, scoring their own organisations an average of around 6.5 out of 10 for customer experience.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-ba89-733e-97ff-7ff10b328428",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Net Promoter Score: 6.5",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-ba89-733e-97ff-81450981d610",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.31,
        "x": 0.6,
        "y": 0.94
      },
      "kind": "other",
      "text": "Bridging the Customer Experience Gap 11",
      "attrs": null,
      "subkind": "unclassified",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3778129c-b04f-411c-98e3-db1af7a5da40",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.03,
        "x": 0.09,
        "y": 0.09
      },
      "kind": "other",
      "text": "/5",
      "attrs": null,
      "subkind": "unclassified",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "428c4819-280d-4669-af0a-65c7ae92b21f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.39,
        "x": 0.09,
        "y": 0.52
      },
      "kind": "paragraph",
      "text": "This report explores the extent to which companies are meeting consumer expectations around the customer experience (CX), with a focus on both the specific drivers of a positive online experience and the organisational attributes that are necessary for both digital and overall CX success. The report covers areas such as culture, technology and content, all of which are fundamental to success.\n\nA key objective for this research was to compare the view of consumers and marketers about the quality of the customer experience, based on a survey of 1,200 consumers and more than 1,000 marketers. Table 1 overleaf shows how companies themselves rate the customer experience they offer, compared to consumers. Consumers were asked to rate their experience in the context of their recent dealings with one of six different types of company, namely high-street retail, banking, utilities, mobile phone operator, insurance or private healthcare.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b82c73d4-12e7-4a62-a5d4-651816d0fbbc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.82,
        "x": 0.09,
        "y": 0.34
      },
      "kind": "paragraph",
      "text": "While consumers score some well-known brands highly for customer experience across our featured sectors, including the likes of Amazon and John Lewis in the world of retail, the research shows there is significant room for improvement for most businesses across most sectors. Net Promoter Scores ranged from 36 in retail to -7 for utility companies. Business professionals surveyed are aware of the deficiencies when it comes to the customer experience they offer customers, scoring their own organisations an average of around 6.5 out of 10 for customer experience.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ca454b13-71d2-4749-b1c6-63defab19ef9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.39,
        "x": 0.52,
        "y": 0.52
      },
      "kind": "paragraph",
      "text": "While business professionals surveyed (mainly marketers, but also those working in customer service, customer insight, sales and IT functions) gave their own companies an average score of around 6.5 out of 10, consumers scored brands significantly more highly, giving an average score of 8 out of 10. At a general level, this appears to suggest that many of the best-known brands are typically delivering a positive customer experience, and that marketers are perhaps unduly negative about the experience offered by their own companies.\n\nHowever, looking beyond the top-line figures, the consumer view on the customer experience varies greatly by sector, with the Net Promoter Score - derived from consumers' likelihood to recommend a company - ranging from a respectable 36 in retail to -7 for utility companies (Table 2).",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d8131623-3e5f-45bc-b070-bbd4fd19136e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.82,
        "x": 0.09,
        "y": 0.14
      },
      "kind": "title",
      "text": "The experience delivery gap: how consumers and marketers rate CX",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1b72181c-493e-455a-b194-a273b3b19c9b",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Net Promoter Score",
      "numberRaw": "6.5",
      "numberKind": "plain",
      "actionTitle": "The experience delivery gap: how consumers and marketers rate CX",
      "calloutText": "Business professionals surveyed are aware of the deficiencies when it comes to the customer experience they offer customers, scoring their own organisations an average of around 6.5 out of 10 for customer experience.",
      "numberScale": null,
      "numberValue": 6.5,
      "metricFamily": "survey_sentiment",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Contrast Pairs",
      "slug": "contrast-pairs",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019de784-0ef7-73a8-ae14-5e5b095f09d5",
      "evidence": "Loop opens by naming the marketer-vs-consumer disconnect",
      "confidence": 80
    },
    {
      "name": "Data Story Arc",
      "slug": "data-story-arc",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019de784-0f4a-760a-9663-b8918e56ba0b",
      "evidence": "Sets context-conflict for the upcoming data tables",
      "confidence": 65
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019de784-0f23-740c-89ff-054aabe91bb4",
      "evidence": "Title 'how consumers and marketers rate CX' frames the comparison",
      "confidence": 75
    },
    {
      "name": "Data Story Arc",
      "slug": "data-story-arc",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "497b42d6-9fb3-44e8-8979-8c1a641c45bb",
      "evidence": "Business professionals surveyed (mainly marketers, but also those working in customer service, customer insight, sales and IT functions) gave their own companies an average score of around 6.5",
      "confidence": 0.6
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 47,
      "from": 11,
      "beatId": "019de784-095f-73d8-bd0e-98b3a0ba82f7",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": null,
      "evidence": "Each gap proven with marketer/consumer data tables and charts",
      "position": 4,
      "confidence": 78,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 16,
      "from": 11,
      "beatId": "019de784-0a34-739f-a734-884002480610",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "First Layer",
      "beatSlug": null,
      "evidence": "Experience delivery gap exposed in marketer/consumer data",
      "position": 2,
      "confidence": 60,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 16,
      "from": 11,
      "name": "Tale Two Worlds",
      "slug": "04-tale-two-worlds",
      "bestFor": "Competitive analysis, benchmarking, case for change",
      "matchId": "019de784-0af7-7307-a39c-85cfea66c9ea",
      "evidence": "p.11 frames the disconnect; pp.12,15,16 paired marketer-vs-consumer tables and histograms",
      "position": 3,
      "objective": "Contrast marketer self-rating vs consumer rating of CX",
      "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication",
      "confidence": 85,
      "description": "Show the gap between two states to drive urgency or highlight opportunity"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}