Key Findings

This study examined organizations’ customer experience efforts and competencies as reported by customer experience professionals. Some highlights include:

  • CX is a top priority. Customer experience is a ‘significant’ or ‘critical priority’ for 59% of respondents’ organizations. Sixty percent said they had a senior executive in charge of CX, and 54% had a centralized CX group in place for a year or more.
  • Human-channels deliver the best experience. Respondents rated the customer experiences that their organizations delivered over the phone with an agent or in a store or branch more highly than those delivered through other channels.
  • Organizations are in early stages of CX maturity. No organization in the study reached the top stage of CX maturity. Most are either in stage one (Investigate, 52%) or stage two (Initiate, 29%). Evaluate your organization’s CX skills and competencies to find out your current performance using the Customer Experience (CX) Maturity Assessment.
  • CX leaders use more insights. CX leaders are more active users of all six listening posts we asked about, with the largest gap in journey feedback and always-on listening. CX leaders are also more likely to embrace the use of data and analytics to make key decisions.
  • CX laggards lack CX skills. CX leaders identify integration across systems and other competing priorities as their top obstacles to CX success, while CX laggards struggle the most with a lack of critical CX skills.

Figures

Here are the figures for this Data Snapshot:

  1. Time With Centralized CX Team and Leader (see Figure 1)
  2. Priority on Improving Experience (see Figure 2)
  3. Effectiveness of Customer Interaction Channels (see Figure 3)
  4. Evaluating CX Technology, Competency, and Culture (see Figure 4)
  5. Core CX Metric and Customer Listening Posts (see Figure 5)
  6. Obstacles to CX Success (see Figure 6)
  7. XM Institute CX Competency Model (see Figure 7)
  8. Most Prevalent CX Skills (see Figure 8)
  9. Least Prevalent CX Skills (see Figure 9)
  10. CX Maturity Assessment (see Figure 10)
  11. CX Competency and Maturity Assessment Results (see Figure 11)
  12. CX Maturity Score Distribution (see Figure 12)
  13. Leadership Support for CX: Leaders Versus Laggards (see Figure 13)
  14. Channel Effectiveness: Leaders Versus Laggards (see Figure 14)
  15. Core CX Metrics: Leaders Versus Laggards (see Figure 15)
  16. Usage of Listening Posts: Leaders Versus Laggards (see Figure 16)
  17. Obstacles to CX Success: Leaders Versus Laggards (see Figure 17)
  18. Company Culture: Leaders Versus Laggards (see Figure 18)
  19. Methodology (see Figure 19)