CX Stats / Employees Who Don’t Align / Brands Outperform Competition

Shocking CX Statistics / Fast is No Longer a Luxury in Customer Experience / How to eliminate potential employees who don’t align with your values / Do the top CX Brands Outperform their competition? /Our New CXO Academy Graduates

Do Top CX Brands Outperform Competitors and the Stock Market?

Over the past two decades, my research has uncovered how the top customer experience companies outperform competitors and the stock market by significant margins, in any economy. By being customer experience leaders in their industries. Make no mistake about it: there is a direct correlation between love, loyalty, and profitability. Countless studies demonstrate irrefutable evidence of how companies achieving the highest net promoter scores (NPS), a customer satisfaction tool, consistently beat the stock market in their industry.

I am not a licensed financial professional, investment advisor, or certified financial planner. Any information provided is for general informational and educational purposes only and should not be considered financial, investment, tax, or legal advice.

Before making any financial decisions, you should conduct your own research and consult with a qualified financial professional, investment advisor, or other appropriate expert. Any actions you take based on the information provided are at your own risk. I do not assume any responsibility for financial decisions made based on this information.

I Tested This Theory

I created my investment portfolio of some top customer satisfaction public organizations. Companies such as Apple, Warby Parker, Starbucks, Disney, Lululemon, Chewy, Amazon, Keybank, Discover, Progressive Insurance, Capital One, American Express, and Charles Schwab.

On 7/26/2022 I invested $95,000 in my portfolio of CX Champions. On 1/27/2025 that invested had grown to $185,403.33, an annual return of 17.37%, which did in fact outperform the S&P 500 during that same period.

This is not stock advice. I am not a financial professional. My only point is this is further proof that the brands that commit to delivering exceptional customer experience consistently outperform their competitors and the market.

Our New Certified Customer eXperience Executives

We just completed the winter quarter of our Customer eXperience Executive Academy (CXEA) with a robust group of 20 CX Leaders. Three of these CX Rockstars have completed the year long CXEA course, which means they now have the prestigious distinction of being a Certified Customer eXperience Executive. Something that less than 1% of business professionals on the planet possess. We congratulate Brenda Larson of The Community Blood Center, Michael Klassen of Jayman BUILT, and Gisa Smith SHRM-CP, PHR, GTML of TMOC. We have a few spots still available to start in our Spring quarter, April 8 – 10; register here.

Fast is No Longer a Luxury in Customer Experience

In today’s world, speed is no longer just a competitive advantage—it’s an expectation. Customers demand instant gratification, whether it’s fast food, fast service, fast shipping, or fast responses. Companies that prioritize efficiency and quick solutions win customer loyalty, while those that lag behind risk losing business.

More than two-thirds of the Dunkin’ U.S. sales now come through digital, drive-thru, or delivery, which underscores the importance of speed and efficiency for the success of each shop. Dunkin’ now has over 4,000 “NextGen” locations. Dunkin’s Next Generation (“NextGen”) stores represent a significant evolution in the brand’s approach to customer experience, design, and technology integration. Introduced in January 2018, these stores aim to enhance speed, convenience, and overall guest satisfaction.

How to eliminate potential employees who don’t align with your values

In his book Give and Take: Why Helping Others Drives Our Success, author Adam Grant suggests a great way to screen out the potential employee candidates who don’t align with your organization’s value. Grant suggests presenting them with situational

interviews. But not the way most organizations do them.

Don’t Ask Them What “They” Would Do in a Situation

“A lot of organizations do behavioral interviews that are backward looking and asking about your history, what you’ve accomplished, what challenges you’ve overcome, and those actually don’t turn out to be very effective. They suffer from an apples and oranges problem, it’s very hard to compare it to people’s work histories,” explains Grant.

Even taking it one step further, Grant doesn’t suggest asking the candidate what they would do in a given situation because most people would give the “right” answer, not necessarily how they would truly react in that situation. What Grant suggests is, instead of asking, “What would you do?” ask, “How do you think most people would handle . . . ?”

Grant explains that most of us tend to project our motivations onto others. So, suppose you give someone a scenario where it’s unclear what the appropriate behavior is. In that case, people will predict based on what they would do in that situation, not realizing they just shared some insight on what they likely would do in the same situation.

Shocking Customer Experience Statistics

CX Statistics from a McKinsey article Getting fit for growth: The leadership mindsets and behaviors that matter

• Only 15% of leaders consistently incorporate customer input into business decisions –
• Companies that prioritize customer experience achieve twice the revenue growth of those that fall behind in this area.
• Sixty-three percent of survey respondents cite customer feedback as a top source for generating growth ideas.
• Just 23 percent say they regularly engage with customers to ensure their offerings deliver real value.

More CX Data

• Qualtrics’ 2025 Consumer Trends Report states bad CX could cost $3.8 trillion in sales.
• Half of U.S. consumers (51%—up from 48% last year) think service is more important than price, per Achieving Customer Amazement Study (Shep Hyken)

Make Customer and Employee Experience a Priority in 2025

Attend our Livestream Workshops!

March 10:  Create Non-negotiable Standards

June 9:  Become a Zero-Risk Organization

September 8:  Create a Recruiting Experience

December 1:  Create an Onboarding Experience

Are you ready to revolutionize how your organization delivers customer and employee experiences?
Join John DiJulius and Dave Murray of The DiJulius Group for the Experience Revolution Livestream Workshop Series.
This four-part series dives into essential strategies for creating a zero-risk organization, improving recruiting and onboarding experiences, and establishing non-negotiable service standards.

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Become a Certified Experience Executive in 2025

Transforming Leaders – Transforming Experiences – Transforming Cultures

Our Experience Academy courses have been designed to certify people for a new level of leadership, benefiting their career and your organization.

• The Customer Experience Executive Academy enables you to assess an organization’s current state of service and work to build systems to consistently deliver world-class experiences.
• The Employee Experience Executive Academy enables you to assess your current culture and build systems to hire, onboard, train and retain the best employees.

Learn more about the CXEAcademy

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