Gartner Research

Customer Experience in Marketing Survey 2017: Greater Expectations, Greater Challenges

Published: 05 October 2017

ID: G00333783

Analyst(s): Jane-Anne Mennella , Augie Ray , Simon Yates


Marketing leaders responsible for customer experience face growing expectations from business leaders. You must validate the business value of CX and lead through collaboration or risk losing budget and influence over the drivers of customer satisfaction, loyalty and advocacy.

Table Of Contents

Survey Objective

Data Insights

  • Marketing Leads CX Budgeting and Execution
  • As Companies Take CX More Seriously, Marketing Leaders May See CX Responsibilities Diminish
  • Expectations Are Growing as to the Importance of CX as a Competitive Advantage
  • CX Budgets Are Not Increasing With Increased Expectations
  • Approximately 20% of the Total Marketing Budget Is Dedicated to CX
  • Methodology

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