(Santiago Mozón, Partner and Managing Director of The Boston Consulting Group)
Proa Comunicación participated last Tuesday 13th December in the presentation of the 3rd DEC-BCG Report: "Continuous improvement of Customer Experience as a driver of growth for companies".. The report, prepared by The Boston Consulting Group (BCG) and the Customer Experience Development Association (DEC), and presented at CUNEF, analyses the state of maturity of Customer Experience in 18 sectors of the Spanish economy, from two points of view: the perception of customers (with 20,000 surveys carried out) and the self-assessment of the companies themselves.
Following the presentation by Jorge Martínez Arroyo, President of DEC, and Mario Taguas, Vice-President of DEC, Santiago Mozón, Partner and Managing Director of The Boston Consulting Group, presented the main conclusions of the report, among which he wanted to highlight the return that investment in customer experience is implying for companies. "Companies are investing more in improving customer experience because they are aware of the economic return it entails". He also wanted to highlight the assessment of customers, whose opinion determines that the best companies are those that invest in improving the customer experience. "Investment translates into growth," he concluded.
While the importance given to the Digital Experience in the relationship between customer and brand is growing, the report reflects a slight decrease in the importance given to the price of products and services. There is also an increase in the value of factors related to service and emotional connection, which is an attribute when recommending a brand for 35% of customers.
Proa Comunicación highlights the depth of a study for which more than 20,000 customer surveys have been carried out for the main companies in 18 sectors of the Spanish market. The customer experience has become so important for companies that it has become a determining factor in consumer choice.