The urgency to become more customer-centric has been high among Dutch organisations for years, but it has not grown any further since 2018. Organisations are, however, becoming more professional. Management sets an example more often, employees get more room to act, and customer feedback is followed up faster. On two themes, the gap is still wide. According to the CX Benchmark, only 44% of organisations meet the WCAG guidelines for digital accessibility. Around 30% use AI to improve the customer experience. On both fronts, the most customer-centric organisations are well ahead. Here you will read about the five biggest improvements and where the frontrunners make the difference.
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The five biggest improvements in customer experience
The urgency to act in an increasingly customer-driven manner has been high for organisations in the Netherlands for years, but has not increased further since 2018. However, organisations are continuing to professionalise in customer experience. The 5 most important trends contributing to increasing customer-drivenness among organisations in the Netherlands are:
1. Management and boards are increasingly promoting the importance of being customer-driven through exemplary behaviour.
2. Employees are being given more space and resources to actively work on concrete customer-driven improvement actions.
3. Employees increasingly have sufficient customer insights to improve a part of the customer experience themselves.
4. Employees are following up on customer feedback more directly, for example in a closed-loop feedback system.
5. More and more organisations are continuously converting customer insights into concrete improvement actions.
Customer-driven organisations actively working on improving digital accessibility for 2025
Since the pandemic, online service delivery has been more important than ever. During this period, many things had to be arranged online, and in many sectors, those changes are permanent. In 2024, it is increasingly important to make digital services accessible to everyone.
The CX Benchmark shows that only 44% of organisations already comply with the WCAG guidelines that will be mandatory from 2025 under the European Accessibility Act. However, 71% of organisations say they are actively working on improving their digital accessibility. Furthermore, top customer-driven organisations are twice as likely to be actively working on digital accessibility than organisations in the lower CX maturity stages.
Use of AI in improving customer experience still limited
In addition to digital accessibility, Artificial Intelligence is also a hot topic for many companies in 2024. Organisations mention in the CX Benchmark that they are cautiously starting to experiment and explore the possibilities of AI.
Approximately 30% indicate they are already using AI to improve the customer experience. Here, the top customer-driven organisations are far ahead: they use AI three times more often to improve the customer experience than organisations in the lower maturity stages. For example, they use AI for customer service chatbots or for providing proactive and tailored advice to customers. However, many organisations remain cautious about deploying AI due to uncertainties regarding data privacy.
Interested in more CX insights? And how your organisation can take the next step in becoming customer-driven? View the CX benchmark report.
