A growing number of C-suite executives will prioritise investment in customer experience over the next 3 years Companies who prioritise future investment in customer experience gain a
Trang 1A growing number of C-suite executives
will prioritise investment in customer
experience over the next 3 years
Companies who prioritise future investment
in customer experience gain a range of benefits over those who don't prioritise
Almost 4 in 5 companies
believe their overall customer experience is viewed positively
Where does CX responsibility lie?
CEO leadership of customer experience linked to better business performance
Major benefits of CX investment by company size
Leaders of CX initiatives
CEO most likely to have direct control
79%
NOW 63%
NEXT 3 YEARS 64%
41%
SMALL $250m or less MEDIUM $250m to $1bn LARGE $1bn or more
Global customer experience results
Customer experience (CX) encompasses
each and every interaction a customer
has with a company and its products
Measure success More profitable
Better customer experience
Increase CX investment more than 10%
CEO leads
CEO in charge
Better revenue growth
63%
62%
43%
64%
56%
Click here to view the full research and understand how the C-Suite values customer experience in today’s digital age
15% 28%
39%
54%
47%
40%
41%
Improved
Reduced operating costs %
Improved customer retention %
Lower cost of customer acquisition %
4
35%
Improved customer retention is cited
as the major benefit
of CX globally
33
13
31
5
CEO is most likely
to lead CX initiatives in all regions apart from Asia-Pacific, where the CIO
is most likely to lead
LEADER
13%
41%
17%
Asia-Pacific %
Latin America %
North America %
Europe %
CXO
5%
20
39
14 95
9 3 16 15 52 36 40
19
16
12
9
9 5 4 4
CEO 13%
CIO
17%
CMO
Trang 224%
29%
49%
41%
35%
39%
21%
37%
59%
49%
42%
39%
45%
28%
41%
54%
31%
40%38%
Past 3 years Next 3 years
>25%
About the same Decrease
1- 10%
10 - 24%
Asia-Pacific Latin America North America Europe
Asia-Pacific more likely to measure success of CX initiatives than Europe
or North America
Change in CX investment (%)
Major barriers to
measuring CX
Latin America
67%
Europe
59%
North America
51%
Asia-Pacific
66%
Click here to view the full research and understand how the
C-Suite values customer experience in today’s digital age
Measuring global CX
Measurement tools
Access to correlated CX outcome
to activity data
Lack of automation of processes
Customer effort score
Customer retention rate
Customer satisfaction score
Customer lifetime value
Customer satisfaction score
Customer acquisition cost
Customer satisfaction score
Customer lifetime value
Customer retention rate
Revenue improvement
Customer retention rate
North American companies least likely
to measure the success of CX
35% of companies
in Latin America will boost investment by more than 25% - More than any other region
Customer satisfaction score
Asia-Pacific
Social media
Latin America AmericaNorth Europe
Customer experience which includes digital and in-person channels are very important
today and in the next 3 years (%)
Face-to-face communications
Telephone operations
Online assistance support
Face-to-face communication most popular channel today,
but online assistance support expected to be
in the future 13
25 12 16
28 33
25
22
34 6 4 4 5 4 7
16 8 22 20 15
22 21
34
17
20