Gartner Survey Finds Importance of Customer Experience on the Rise — Marketing Is on the Hook

Archived Published: 29 September 2014 ID: G00265875

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Growing competition and consumer power have eroded traditional product-based advantages, forcing organizations to shift to a new battlefield: the customer experience. Marketing leaders are expected to create exceptional branded moments at every customer touchpoint.

Table of Contents

  • Survey Objective
  • Data Insights
    • Key Finding: Eighty-nine percent of companies surveyed plan to compete primarily on the basis of the customer experience by 2016
    • Key Finding: Fewer than half of companies surveyed rate their customer experience as exceptional today, but two-thirds expect it to be so in two years
    • Key Finding: Sixty-five percent of companies surveyed have the equivalent of a chief customer officer — they report equally to the CMO and CEO
    • Key Finding: Customer executives are expected to lead a closed-loop system of insight and action, where customer data drives multichannel customer experiences
    • Key Finding: Marketing controls the majority of the customer experience budget in more than half of the surveyed companies
    • Key Finding: Although people are rated the top priority for improving the customer experience, the top investments and growth are in technology
    • What to Do Next
    • Methodology
  • Definitions
  • Gartner Recommended Reading
© 2014 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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