This chapter gives the result of our studies using our
research tool, CMAT-R, in a number of countries. Table 3.1 shows the inter-country comparison of
approximately 250 CMAT-R studies carried out in Europe (including Switzerland,
Austria, UK, Germany), North America and Asia Pacific. Additional studies are
already under way which will continue to supplement and maintain the currency of
this data. These are summarized in the Introduction to the book. Two of them (US
and Netherlands) are covered in Chapters 13 and 14, while the early results of the Japanese study are
discussed at the end of this chapter.
Table 3.1: CMAT-R model section scores by country,
all industry sectors. Ranking, actual % performance and relative performance
against European average
| |
Switzerland |
Austria |
UK |
Germany |
Euro-Avg. |
N. America |
AsiaPacific |
|
People & Organization |
1=
71%
+4% |
1
67%
= |
1
62%
-5% |
1=
63%
-4% |
1
67%
= |
3
46%
-21% |
5
38%
-29% |
|
Proposition |
1=
71%
+6% |
2
65%
= |
3
57%
-8% |
1=
63%
-2% |
2
65%
= |
7
37%
-28% |
7
35%
-30% |
|
Measurement |
3
67%
+8% |
3
62%
+3% |
4
55%
-4% |
3
54%
-5% |
3
59%
= |
1
50%
-9% |
4
45%
-14% |
|
Customer Management Activity |
4
65%
+10% |
5=
56%
+1% |
5
53%
-2% |
5=
49%
-6% |
5
55%
= |
5
41%
-14% |
6
42%
-13% |
|
Information & Technology |
5
63%
+8% |
5=
56%
1% |
2
63%+8% |
7
47%
-8% |
4
55%
= |
4
43%
-12% |
1
59%
+4% |
|
Analysis & Planning |
6
61%
+7% |
4
59%
+5% |
7
50%
-4% |
5=
49%
-5% |
6
54%
= |
2
48%
-6% |
3
48%
-6% |
|
Process |
7
59%
+6% |
7
55%
+2% |
8
45%
-8% |
4
51%
-2% |
7
53%
= |
6
39%
-14% |
2
51%
-2% |
|
Customer Experience |
8
43%
-2% |
8
51%
+6% |
6
51%+6% |
8
42%
-3% |
8
45%
= |
8
36%
-9% |
8
25%
-20% |
|
Overall |
1
63%
+6% |
2
59%
+2% |
4
54%
-3% |
5
52%
-5% |
3
57%
= |
=6
44%
-13% |
=6
44%
-13% |
In this table, each cell has three entries. The first entry is the
rank order of the factor within country. For example, in the top left cell the
figure is 1. This means that in the Swiss study, companies on average scored
better on people factors than on other factors. In the last row, this number
takes a different meaning. It is the ranking of the country overall average
versus those of other countries. In this case, the 1 in the left hand cell means
that Switzerland scores highest. The second figure (per cent) is the actual
average score achieved. The third figure is the score relative to the European
average. Where the score is the same, there is an = sign. It is of course = for
all European scores.
Table 3.1 shows that
Switzerland is the clear leader with an overall score of 63 per cent, followed
by Austria, the UK and Germany. North America and Asia Pacific both trail with a
score of 44 per cent.
People and Organization (which our earlier studies [1] show a high correlation with
business performance) is ranked first everywhere except North America and Asia
Pacific. This is encouraging, as it shows that companies are generally not
making the mistake of over-investing in technology before dealing with the
people issues. North America, by contrast,
seems to be very data driven, with a relatively strong performance in the areas
of Analysis and Planning and Measurement. However, in the home of marketing we
would have expected a much stronger score for the proposition. Perhaps in North
America companies are taking for granted that a strong product proposition
necessarily translates into a strong customer proposition. Not
so!
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