Customer Experience

Increase customer loyalty and retention with smart CX strategy

Effective CX strategy is an enterprisewide effort

A great customer experience strategy is vital to the satisfaction and loyalty of a company’s customer base. As customer expectations change,  marketing leaders must devise effective strategies to build customer confidence in their brand and increase customer satisfaction. Customer experience (CX) is one of the top 3 areas of marketing investment, so it’s important for marketing leaders to guide and empower everyone across the enterprise to optimize customer interactions.

Graphic displaying the Top 3 Marketing Capabilities for Investment based on the percentage of respondents: 40% for Marketing and customer analytics, 34% for Marketing technology acquisition and use, and 30% for Customer experience.
If you’re customer-first and do it in a smart way, then it can help the company. So what we really coach our clients on is to understand their data, to tie the satisfaction scores back to operational and transactional data, and to be able to tell leaders why it matters.

Augie Ray

VP Analyst, Gartner Research & Advisory

Deliver on high-value customer experience investments

In today’s uncertain times, it is getting harder for marketing leaders to build customer confidence in their brands, increase customer satisfaction and drive customer loyalty. Customer experience is key to exceeding your customers’ expectations. In looking to improve and implement positive customer experience management across the enterprise, Gartner research has found that top marketers need to understand key customer personas and design and optimize interactions to deliver innovation.

Graphic displaying Gartner's Buy/Own/Advocate Model, which maps the entire customer journey.

Customer Experience Insights you can use

Great customer experience management and customer service will ensure you will have long, loyal relationships with customers. Gartner's experienced experts, backed by unbiased data, will support you in protecting your investment, and developing a great customer experience strategy that improves customer satisfaction and drives customer loyalty.

The Secret to Unleash Your CX Advantage

Customer experience (CX) efforts remain inconsistent in many organizations, but 2020 could be a game-changer. In an age when consumers can reach a competitor in a click, CX is the key differentiator  Watch this on-demand webinar to get the answers and advice you need to make CX your true differentiator and drive customer loyalty.

Redesign Your Website to Do What Your Customers Want

Brands make the common mistake of designing a website to focus on what they want the customer to know. Customers quickly get annoyed, distracted and baffled by sites that try to serve everyone with every need. Find out how marketers with underperforming sites can effectively drive customer conversions and improve customer retention.

Measure and Communicate the Ways Customer Experience Impacts Your Business

81% of marketers say their companies will compete on the basis of CX in two years. Most are destined to underdeliver. Watch Augie Ray, Gartner VP Analyst, address the four common mistakes that marketers should strive to avoid when looking to deliver value and making CX matter to leadership.

How We Help Enhance Customer Experience and Increase Customer Satisfaction

Our experienced experts, backed by unbiased data, will support you in protecting your investment and developing an effective strategy to deliver a better customer experience that wins with customers and your C-suite and drives customer loyalty.

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Plan, manage and execute a winning marketing strategy with insights and strategies delivered straight from our experts.


AARP Takes on Differentiated CX for Their Increasingly Tech-Savvy Members

AARP saw the opportunity to deliver differentiated value that built on their reputation for exceptional customer service in digital. The AARP Member Experience Team recognized that major change was required from a technology, data and governance perspective to go from 25 years of a direct mail strategy to a personalized experience in the digital world.

Gartner Topic Experts

We understand your challenges. We’ve been there. Our experts bring fresh ideas and best practices from years of success in the field — providing you with the confidence to lead boldly and help your team execute.

Richard A DeLisi
VP, Advisory

Laurel Erickson
Senior Director Analyst

Andrew Frank
Distinguished VP Analyst

Charles S. Golvin
Senior Director Analyst

FAQs for Optimizing Customer Experience

Customer experience is dedicated to improving the end-to-end journey for customers. A positive customer experience can help improve customer retention and loyalty. It can also help convert customers into loyal brand advocates.

  1. Persona development: Marketers often don't start with good personas. At times, they mix up what segments, and personas are. Segments are what the customer means to the brand, while personas are what the brand, means to the customer.
  2. Understanding your customer data: Many times organizations are not focused on understanding the customer. They think they know the customer. They think they know what the problem is, however in many cases they end up seeing only the things that are at the surface and not the crux of the issue.
  3. Proving the value of your CX program: Another very important issue that customer experience leaders struggling with is that they don't do the work that is required to make customer experience matter to leaders. They understand that they want to be customer-centric. But as budgets start to mount, or as CX programs begin to offer challenges to the status quo, that support evaporates.

Successful CMOs improve CX from strategy through execution by placing the customer at the forefront of every business decision. The three pillars on which every successful CX program is built are:

  1. Understanding the customer better than your competition.
  2. Crafting powerful and differentiated customer experiences.
  3. Building a customer-centric culture.

Gartner is a trusted advisor and an objective resource for more than 14,000 organizations in 100+ countries.

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