Executive Summary (This is a document excerpt)

Executives have been saying for awhile that customer experience is important. Only recently, however, have many of them begun to understand its direct link with loyalty. As a result, companies are starting to develop more disciplined approaches to customer experience management. But they have a long way to go. When we examined responses to our Experience-Based Differentiation (EBD) self-test, it was clear that many organizations are pretty low on the customer experience maturity scale. That's why there are significant opportunities for improvement, especially when it comes to Web sites — 60% of which failed our evaluations in 2008. So where is customer experience today? In its adolescence. Customer experience management will need nurturing and patience over the next few formative years.

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