Customer Experience Tools

The Thrill of a New Customer Tool

Early adopters view new tools as a source of competitive advantage. But as tools become established, they can lose their distinctiveness.


The Thrill of a New Customer Tool

Early adopters love their customer experience tools, viewing them as a way to benefit and possibly create a competitive advantage. In Bain & Company’s new global survey of executives at more than 700 companies, tools with low adoption rates—such as delivery drones and episode management—have high satisfaction scores. Conversely, some of the most-used tools—personalized experience, predictive analytics and salesforce automation—rank at the lowest levels of satisfaction. As tools become established, users expect more of them. The longer a tool is in place, the more a company relies on it to deliver better results, but eventually the company will run up against the tool’s limitations. In addition, as competitors begin using the same tools, they lose their distinctiveness.

Gerard du Toit, Andreas Dullweber and Richard Hatherall are partners with Bain & Company’s Customer Strategy & Marketing practice. They are based, respectively, in Boston, Munich and Hong Kong.

Related Brief

Customer Experience Tools and Trends 2018

When it comes to using tools that improve the experience, it pays to go all in with a few rather than dabble with many.


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