As part of our research on customer experience strategy, we wanted to understand what elements most strongly contributed to an “ideal customer experience”. We also wanted to understand what people thought prevented companies from delivering this “ideal customer experience”. To answer this, Altimeter conducted an online survey of 1,412 people in five geographies: Germany, Japan, Mexico, United Kingdom, and United States, in June 2017. You can read and download the full report for free at http://bit.ly/altimeter-exp-strategy You are also welcome to use any part of the report and the data here under our Creative Commons license, as long as you provide attribution and do not use the data for commercial purposes. Commercial use requires permission. We would love to hear your feedback on what you found interesting or challenging about this data. Please send your comments and thoughts to charlene@altimetergroup.com.

1. 1
ADDITIONAL DATA
EXPERIENCE STRATEGY:
CONNECTING CUSTOMER EXPERIENCE TO BUSINESS STRATEGY
By Charlene Li with Aubrey Littleton and Omar Akhtar
Data cuts by Geography, Gender, and Age
July 2017
From the Altimeter Q2 2017 Experience Strategy Survey
1,412 Global Respondents

2. Methodology & Permissions
Experience Strategy: Connecting Customer Experience to Business Strategy
As part of our research on customer experience strategy, we wanted to understand what elements most strongly contributed to
an “ideal customer experience”.
We also wanted to understand what people thought prevented companies from delivering this “ideal customer experience”.
To answer this, Altimeter conducted an online survey of 1,412 people in five geographies: Germany, Japan, Mexico, United
Kingdom, and United States, in June 2017.
You can read and download the full report for free at http://bit.ly/altimeter-exp-strategy
You are also welcome to use any part of the report and the data here under our Creative Commons license, as long as you
provide attribution and do not use the data for commercial purposes. Commercial use requires permission. The Creative
Commons License is Attribution-NoncommercialShareAlike 3.0 United States, which can be found at https://
creativecommons.org/licenses/by-nc-sa/3.0/us/.
We would love to hear your feedback on what you found interesting or challenging about this data. Please send your comments
and thoughts to charlene@altimetergroup.com.

3. Global Results
Experience Strategy: Connecting Customer Experience to Business Strategy
17%
19%
30%
36%
49%
52%
Remembers me between and during
visits
Personalized experience based on my
data
The experience is always consistent
Complete transactions quickly
Can find the information I need quickly
Fast responses to questions or
complaints
Thinking of your ideal customer experience, which of the
following are most important to you? Please select up to three.
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Globally, the answers
“Fast responses to
questions or complaints”
and
“Can find the information
I need quickly”
were clearly the top
responses. These top two
responses represent what
we consider “table stakes”
priorities.

4. Global Results
Experience Strategy: Connecting Customer Experience to Business Strategy
15%
23%
32%
35%
44%
45%
They don't invest enough in
technology
They don't understand what I need
They don't care about customer
satisfaction
Departments don't work well with
each other
They value profit over customers
Lack of good employee training
What do you think prevents companies from providing the ideal
customer experience? Please select up to three.
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
We also asked consumers
what they think prevents
companies from providing
the ideal customer
experience. “Lack of
employee training” received
the top votes across the
board, followed closely by
“They value profit over
customers.”
Underlying these responses
is a deep-seated belief that
companies do not value the
experience of a customer as
much as their money.
Interestingly, across the
board, people didn’t think
this was a technology
problem, but rather one
related to priorities and
people.

5. 17%
19%
30%
36%
49%
52%
8%
12%
17%
26%
51%
53%
32%
13%
26%
28% 29%
50% 49%
18%
15%
36%
42%
51%
57%
47%
Remembers me
between and
during visits
Personalized
experience based
on my data
The experience is
always consistent
Complete
transactions
quickly
Can find the
information I need
quickly
Fast responses to
questions or
complaints
Thinking of your ideal customer experience, which of the
following are most important to you? Please select up to three.
Global
Germany
Japan
Mexico
UK
US
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
All Country Results versus Global
Experience Strategy: Connecting Customer Experience to Business Strategy
In the US, the answer
“Complete transactions
quickly” ranked the highest
but was a distant third in
other geographies.
And respondents from Japan
were almost twice as likely
as other geographies to
include “Personalized
experience based on my
data” in their top three
choices.
21% 22%
15%
39%
46% 46%

6. All Country Results versus Global
Experience Strategy: Connecting Customer Experience to Business Strategy
People in Japan focused on
completely different
reasons for the breakdown
in delivering good
customer experiences, with
the top response being
that departments don’t
work well with each other.
And Japanese respondents
were twice as likely to
believe that companies
don’t understand what
consumers need than
respondents from other
countries.
15%
23%
32%
35%
44% 45%
14%
22%
24%
33%
41%
34%
10%
45%
34%
51%
43% 42%
20% 20%
31%
28%
44% 43%
14%
16%
34%
37%
50%
48%
16%
15%
35%
29%
44%
51%
They don't invest
enough in
technology
They don't
understand what I
need
They don't care
about customer
satisfaction
Departments don't
work well with
each other
They value profit
over customers
Lack of good
employee training
What do you think prevents companies from providing the ideal
customer experience? Please select up to three.
Global
Germany
Japan
Mexico
UK
US
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey

7. Global and Geography Data
Experience Strategy: Connecting Customer Experience to Business Strategy
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Thinking of your ideal customer experience, which of the
following are most important to you? Please select up to three.
Global Germany Japan Mexico UK US
Remembers me between and during visits 17.1% 8.3% 21.2% 13.2% 17.9% 22.1%
Personalized experience based on my data 19.4% 12.2% 31.6% 26.4% 14.7% 15.0%
The experience is always consistent 29.6% 16.5% 22.0% 28.4% 35.9% 39.3%
Complete transactions quickly 36.4% 26.4% 31.2% 29.2% 41.8% 46.9%
Can find the information I need quickly 48.7% 51.2% 48.0% 49.6% 51.0% 45.7%
Fast responses to questions or complaints 51.8% 53.1% 57.2% 48.8% 56.6% 46.4%
n= 1412 254 250 250 251 407
What do you think prevents companies from providing the ideal
customer experience? Please select up to three.
Global Germany Japan Mexico UK US
They don’t invest enough in technology 14.9% 13.8% 10.4% 19.6% 13.5% 16.2%
They don’t understand what I need 22.7% 22.4% 44.8% 20.4% 15.5% 15.0%
They don’t care about customer satisfaction 31.8% 23.6% 33.6% 30.8% 33.9% 35.1%
Departments don’t work well with each other 34.8% 32.7% 51.2% 27.6% 37.1% 29.2%
They value profit over customers 44.2% 40.6% 42.8% 43.6% 49.8% 44.2%
Lack of good employee training 44.5% 33.9% 42.4% 43.2% 47.8% 51.4%
n= 1412 254 250 250 251 407

8. Gender Cut
Experience Strategy: Connecting Customer Experience to Business Strategy
17%
20%
30%
37%
52%
53%
17%
20%
30%
37%
46%
52%
Remembers me between and during visits
Personalized experience based on my data
The experience is always consistent
Complete transactions quickly
Can find the information I need quickly
Fast responses to questions or complaints
Thinking of your ideal customer experience, which of the
following are most important to you?
Please select up to three.
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
We also found that
women were much more
likely than men to want
to find information
quickly.
Male
Female

9. Gender Cut
Experience Strategy: Connecting Customer Experience to Business Strategy
13%
21%
33%
37%
45%
49%
19%
24%
31%
34%
46%
43%
They don't invest enough in technology
They don't understand what I need
They don't care about customer satisfaction
Departments don't work well with each other
They value profit over customers
Lack of good employee training
What do you think prevents companies from providing the
ideal customer experience? Please select up to three.
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey
Women were also
slightly more likely to
believe that poor
employee training
results in poor customer
experiences.
Male
Female

10. Gender Data
Experience Strategy: Connecting Customer Experience to Business Strategy
Thinking of your ideal customer experience, which of the following are most important to you?
Please select up to three.
Global Female Male
Remembers me between and during visits 17.1% 17.2% 16.8%
Personalized experience based on my data 19.4% 20.2% 20.3%
The experience is always consistent 29.6% 30.0% 30.0%
Complete transactions quickly 36.4% 37.1% 37.3%
Can find the information I need quickly 48.7% 51.8% 45.7%
Fast responses to questions or complaints 51.8% 52.8% 51.9%
n= 1412 564 630
What do you think prevents companies from providing the ideal customer experience? Please
select up to three.
Global Female Male
They don’t invest enough in technology 14.9% 12.6% 18.6%
They don’t understand what I need 22.7% 21.5% 23.7%
They don’t care about customer satisfaction 31.8% 33.2% 31.3%
Departments don’t work well with each other 34.8% 37.4% 33.7%
They value profit over customers 44.2% 44.9% 46.2%
Lack of good employee training 44.5% 48.8% 42.9%
n= 1412 564 630
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey

11. Age Cut
Experience Strategy: Connecting Customer Experience to Business Strategy
Adults age 65+ were more
much more likely to want to
complete transactions
quickly.
15%
19%
28% 28%
50%
47%
17% 18%
29%
35%
49% 49%
14%
19%
26%
42% 41%
50%
20%
27%
31%
34%
49%
57%
21% 23%
31%
40%
54%
57%
16% 17%
35%
50%
53%
62%
18-24
25-34
35-44
45-54
55-64
65+
Remembers me
between and
during visits
Personalized
experience
based on my
data
The experience
is always
consistent
Complete
transactions
quickly
Can find the
information I
need quickly
Fast responses
to questions or
complaints
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey

12. Age Cut
Experience Strategy: Connecting Customer Experience to Business Strategy
Adults 65+ were more likely
to believe that poor
employee training results in
poor customer experiences,
and that companies value
profit over customers.
Young adults age 18-34
were more likely to believe
that companies don’t invest
enough in technology.
21% 22%
30% 30%
34%
37%
18%
25%
28%
35%
46%
43%
13%
20%
31%
40%
47%
46%
16%
24%
34%
37%
46%
49%
14%
24%
35% 35%
48% 47%
12%
24%
42%
36%
58% 58%
18-24
25-34
35-44
45-54
55-64
65+
They don’t
invest enough is
technology
They don’t
understand
what I need
They don’t care
about customer
satisfaction
Departments
don’t work well
with each other
Lack of good
employee
training
They value
profit over
customers
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey

13. Age Segment Data
Experience Strategy: Connecting Customer Experience to Business Strategy
Thinking of your ideal customer experience, which of the
following are most important to you? Please select up to three.
18-24 25-34 35-44 45-54 55-64 65+
Remembers me between and during visits 15% 17% 14% 20% 21% 16%
Personalized experience based on my data 19% 18% 19% 27% 23% 17%
The experience is always consistent 28% 29% 26% 31% 31% 35%
Complete transactions quickly 28% 35% 42% 34% 40% 50%
Can find the information I need quickly 50% 49% 41% 49% 54% 53%
Fast responses to questions or complaints 47% 49% 50% 57% 57% 62%
n= 200 265 230 169 159 139
What do you think prevents companies from providing the ideal
customer experience? Please select up to three.
18-24 25-34 35-44 45-54 55-64 65+
They don’t invest enough in technology 21% 18% 13% 16% 14% 12%
They don’t understand what I need 22% 25% 20% 24% 24% 24%
They don’t care about customer satisfaction 30% 28% 31% 34% 35% 42%
Departments don’t work well with each other 30% 35% 40% 37% 35% 36%
They value profit over customers 34% 46% 47% 46% 48% 58%
Lack of good employee training 37% 43% 46% 49% 47% 58%
n= 200 265 230 169 159 139
Base: 1,412 respondents
Source: Altimeter Q2 2017 Experience Strategy Survey