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 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 initiativesCEO 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 resultsCustomer experience (CX) encompasses each and every interaction a customer has with a company and its products

Measure successMore profitable

Better customerexperience

Increase CX investment more than 10%

CEO leads

CEO incharge

Betterrevenuegrowth

63%

59% 71%

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%

Improvedcustomer satisfaction %

Increased sales %

Reducedoperating costs %

Improvedcustomer retention %

Lower cost ofcustomer acquisition %

4

14 22 29

35% Improved customerretention is cited

as the major benefitof CX globally

3335 31139 10 8

31

5

18 17

CEO is most likelyto lead CX initiatives inall regions apart from

Asia-Pacific, where the CIOis most likely to lead

COO CMO CEO CIO LOBLEADER

7% 6%

13%

41%

17%

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

CXO

5%

20

39

14 9594

316

15

52

36

40

19

16

1297 3

9544

8

CEO13%CIO 17%

CMO

47%

24%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 North AmericaLatin 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%

Europe59%

North America51%

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 Americancompanies least likely

to measure thesuccess of CX

35% of companiesin Latin America will

boost investment by morethan 25% - More than

any other region

Customer satisfaction score

Asia-Pacific

Social media

LatinAmerica

NorthAmerica

Europe

Customer experience which includes digitaland in-person channels are very important

today and in the next 3 years (%)

37 26 20 24

39 37 31 32

Face-to-face communications

49 43 47 42

40 33 38 37

Telephone operations

13 25 23 22

14 19 15 16

Online assistance support

37 36 26 31

39 45 32 40

Face-to-facecommunicationmost popular

channel today,

but onlineassistance support

expected to bein the future

13251216

26 26 30 30 34 3124 28

283325

22

34 6 4 4 5 4 7

16 8 22 20152221

3433 22 25 24

1735 1120