Executive Summary

After a turbulent year, customers’ expectations around experience have changed. While many organizations are making progress, more are struggling to consistently deliver the best possible customer experience (CX).

How sophisticated are CX practices?

There is a wide range of sophistication. Some companies have a unified view of the customer, seamless integration between all departments, and a clear understanding of the ROI of their CX initiatives. For many others, the above scenario is still years away.

Why is it so difficult to deliver a best-in-class CX?

Many organizations are oriented around the channel versus the needs of the customer. Others have challenges unifying all their data or restructuring their company to deliver a better experience to end users.

What key performance indicators (KPIs) are commonly used to measure CX?

Customer satisfaction (CSAT) and net promoter score (NPS) are two of the most popular measures, but there are many other popular KPIs that largely depend on an organization’s CX objectives.

WHAT’S IN THIS REPORT? This report explores the challenges and opportunities that marketers encounter when focusing on CX and how to make those calculations to garner continued investment.

KEY STAT: Nearly all (94%) US consumers ages 18 and older surveyed in May 2020 by experience management software provider Qualtrics’ XM Institute described themselves as very likely to make more purchases from companies across all industries that provided “very good” CX.