Closing the delivery gap
James Allen, Frederick F. Reichheld, Barney Hamilton and Rob Markey
Bain & Company
How to achieve true customer-led growth
Most companies assume they’re consistently giving customers what they want. Usually, they’re kidding themselves. When we recently surveyed 362 firms, we found that 80% believed they delivered a “superior experience” to their customers. But when we then asked customers about their own perceptions, we heard a very different story. They said that only 8% of companies were really delivering.
Why does this “delivery gap” exist at so many companies? It’s not because business leaders fail to recognize the importance of their customers. In fact, more than 95% of management teams we’ve surveyed claim to be customer focused. We’ve found that the delivery gap exists for two fundamental reasons.