Published: 29 September 2014
Summary
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.
Included in Full Research
- 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
Analysts:
Jake Sorofman,
Laura McLellan