Gartner Research

Customer Experience Primer for 2016

Published: 25 January 2016

ID: G00293087

Analyst(s): Jake Sorofman, Simon Yates , Augie Ray


Customer experience is the new competitive battlefield. But what exactly does that mean for the marketing leader? This overview summarizes how Gartner's 2016 research will help them win the battle for customer loyalty and advocacy by serving their changing needs and expectations.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How do we align cross-functional customer experience investments to goals and priorities?
    • How do we capture customer feedback and insights and turn them into the right set of actions to improve customer experience?
    • How can we balance short-term results with long-term customer lifetime value (LTV)?
    • How can we innovate the customer experience for game-changing business advantage?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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