The value of customer experience in the digital age global version

Click here to view the full research and understand how the
C-Suite values customer experience in today’s digital age

Global customer experience results
Customer experience (CX) encompasses
each and every interaction a customer
has with a company and its products

NOW

56%

43%

41%

39%

47%
More profitable

CEO leads

15% 28%

59% 40%

64%

A growing number of C-suite executives
will prioritise investment in customer

experience over the next 3 years

Increase CX investment more than 10%

63%

Better
revenue
growth

63%

NEXT 3 YEARS

Better customer
experience

64%

CEO in

71% charge

%
9
7

54%
62%

Measure success

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

CEO leadership of customer experience
linked to better business performance
Where does CX responsibility lie?
CEO is most likely
to lead CX initiatives in
all regions apart from
Asia-Pacific, where the CIO
is most likely to lead

CMO

CIO

13%

41%

Leaders of CX initiatives

CEO most likely to have direct control

41%

Major benefits of CX investment by company size

40

Asia-Pacific %
Latin America %
North America %
Europe %

SMALL $250m or less MEDIUM $250m to $1bn LARGE $1bn or more
Improved
customer satisfaction %

36

18

17%
52
20

7%
8
4
7
9

19

16
12

5%
4
5

3

39

9

COO CMO CXO CEO

17%

CEO

17

14

Increased sales %

35%
Improved customer
retention is cited
as the major benefit
of CX globally

22

31

29

13%
15

6%

16
3
14

4
9
5
9

CIO

LOB
LEADER

9

10

13

Reduced
operating costs %

35

31

Improved
customer retention %

33

8

5

4

Lower cost of
customer acquisition %


Change in CX investment (%)
Past 3 years
>25%
10 - 24%

16

26
33

12

24

25

28

34

22

Next 3 years
20

26

25

21

13

35

22

16

Latin America

34

22
8

25

22

20

Face-to-face
communication
most popular
channel today,

but online
assistance support
expected to be
in the future

17

30

28

34 6 4 4 5 4 7

Asia-Pacific

11

30

33
15

35% of companies
in Latin America will
boost investment by more
than 25% - More than
any other region

Customer experience which includes digital
and in-person channels are very important
today and in the next 3 years (%)

31
24

1- 10%

About the same

Asia-Pacific

Latin
America

North
America

Europe

37

26

20

24

39

37

31

32

Decrease

North America

Europe

Social media

Measuring global CX

49

43

47

42

40

33

38

37

Face-to-face communications

59%

Major barriers to
measuring CX

54%

47%

Access to correlated CX outcome
to activity data

49%
42%

13

25

23

22

14

19

15

16

45%
41%

39%

24%

29%

28%

40%

38%

31%

Telephone operations

49%
41%
Lack of automation of processes
35%
39%

37

36

26

31

39

45

32

40

21%
37%

Online assistance support

Measurement tools
Customer effort score
Customer retention rate
Customer satisfaction score

North American
companies least likely
to measure the
success of CX

Customer acquisition cost
Customer lifetime value
Customer satisfaction score

Asia-Pacific more likely to measure
success of CX initiatives than Europe
or North America
Europe
59%

Asia-Pacific

66%

North America
51%

Latin America
67%

Revenue improvement
Customer retention rate
Customer satisfaction score
Customer lifetime value
Customer retention rate
Customer satisfaction score

Click here to view the full research and understand how the
C-Suite values customer experience in today’s digital age