NEW YORK, NY – April 18, 2013 – The converging forces of cloud, social media, mobile and big data have fundamentally altered the enterprise software sales process, finds PwC US in a new report titled Experience Radar 2013: Lessons from the U.S. Software Industry. The study, which is one in a series of customer-centric reports, measures the experiences of about 6,000 U.S. consumers across multiple industries.
The PwC study finds that in today’s empowered customer world, enterprise software vendors must rethink their value propositions and the experience they deliver. Looking at five core enterprise software customer experience attributes—quality, support, convenience, presentation and community — the Experience Radar study reveals the hidden sources of value to help software companies drive exceptional, differentiated customer experience.
“Responses to our survey suggest that the days of large-scale sales and implementations are behind us and as a result, software vendors in this demand-driven environment are no longer able to mandate terms,” said Patrick Pugh, PwC’s U.S. software and Internet leader. “Today’s software customers have options and expect next-generation sales to be uniquely tailored to their needs and able to move at the pace with which they do business. To stay in the game, leading software vendors need to deepen relationships with customers and offer what they value most.”
The growth of non-traditional players offering cloud services, new online business models and lower margins due to vertical integration has shifted the balance of power to the customer. According to the survey conducted by PwC, the advent of new user interfaces such as tablets and mobile devices are driving the focus toward interaction with the end user. Customization, adaptability and multichannel access are top of mind considerations for today’s software end-user.
Experience Radar defines the five behaviors that enterprise software vendors can adopt to potentially enhance customer experience and create value:
Experience Radar provides an analysis of behavioral profiles for the enterprise software segments; up & coming corporations, emerging empires and big business behemoths. In addition, the report outlines the Small & Medium Business (SMB) category across three behavioral segments: mid-sized movers, elemental establishments and vivacious ventures.
"Some of the top drivers of great customer experience for the software industry – smooth installation, prompt support and personalized attention – serve as powerful guides for other industries to follow in determining how to create meaningful experiences to drive long-term customer loyalty,” said Paul D’Alessandro, PwC’s U.S. customer impact leader.
PwC’s Experience Radar
PwC’s Experience Radar helps businesses across industries find sources of value that are often hidden, yet that drive truly exceptional, differentiating customer experiences. Experience Radar identifies opportunities to create value for customers while pointing the way toward top-line growth and bottom-line business results. Unlike traditional customer segmentations based predominately on demographics, Experience Radar identifies critical customer segment groups by the types of experiences they value most. Respondents are divided into clusters based upon the shopping features they value, and behavioral dimensions (like usage rate, loyalty, channel, and technology adoption).
For more information and to download an electronic copy of Experience Radar 2013, visit http://www.pwc.com/us/en/advisory/customer-impact/publications/lessons-from-the-u.s.-enterprise-software-industry.jhtml.
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