I'm not sure really surprises us, many of think we are better than we really are.
We often find that companies work in silos of excellence. If you look at social media, which makes up a lot of the customer experience in today's Enterprise.
Social sits in Marketing, Sales and Customer Services often with different policies and vertical markets and business. But none of them talk to each other or even be aware of another. Random acts of social we call them.
I recall running a dinner for CMOs in London. 25 in a room. We asked them to rate their use of social from 1 to 10 with 1 being bad and 10 being great. One CMO gave themselves a 7 out of 10. Their Sales Director who also was in the room, gave them a zero.
You can see how as being in marketing you can think what you are doing is excellent, you are doing everything you were taught at university. And it may well be an 8 based on your frame of reference.
To often we see inside out thinking and sometimes we have to be disruptive to ourselves and do as much outside in thinking .... yes I know we get stuck in meetings. But it is the customers who pay, that pay for us to be in those meetings.
“The expectation gap is between how marketers rate themselves on creating great experiences for consumers, and how consumers actually feel the reality of their experience is. The big news - the big headline from this study - is that business rate themselves two times higher than consumers - 106 per cent higher than consumers on meeting their expectations,” he told CMO.