Gartner Research

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


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.

Published: 29 September 2014

ID: G00265875

Analyst(s): Jake Sorofman Laura McLellan

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


Gartner Recommended Reading

Already a Gartner client?

Become a Client

This research is reserved for paying clients. Speak with a Gartner specialist to learn how you can access this research as a client, plus insights, advice and tools to help you achieve your goals.

Contact Information

All fields are required.

By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Experience Gartner Conferences

Join your peers for the unveiling of the latest insights at Gartner conferences.

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.