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Introduction

This report examines the current state of customer experience initiatives based on detailed interviews with representatives of 30 large enterprises in a variety of industries.

Highlights

  • Responsibility for CX varies by company, as do the drivers and duration of effort.
  • Most organizations are feeling their way with CX and lack a clear strategy and plan.
  • Ovum recommends a disciplined approach based on core principles known to impact CX quality.

Features and Benefits

  • Identifies the key lessons for making more substantial progress with customer experience initiatives.
  • Provides a checklist to act as a guide to help organizations progress their customer experience initiatives.

Key questions answered

  • How advanced is the current state of customer experience management?
  • What can organizations do to accelerate progress with customer experience initiatives?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

Responsibility for CX varies by company, as do the drivers and duration of effort

  • There is no single model for running a CX development program, but it is more than just a marketing concern
  • Competitive pressure and adverse financial results are common drivers for CX development
  • Evidence of ROI is important to only a third of companies
  • It's a multiyear development journey with no end in sight

Most organizations are feeling their way with CX and lack a clear strategy and plan

  • No shortage of vision, but light on strategy and definition
  • Is a strategy necessary, or is following instinct a better approach?

Customer research allied to customer journey mapping commonly underpins CX development

  • Customer research and insight drive CX strategy for 87%
  • The majority of companies have embraced customer journey mapping

IT, far from being an enabler, is often seen as a barrier to progress, but not the only one

  • Even those who claimed to have achieved their CX goals said IT was lagging behind the CX intent
  • Comments from respondents illustrate some of the key barriers to CX fulfillment

Useful lessons from the more progressive

  • It starts with active leadership
  • A disciplined approach is likely to speed progress
  • Develop a supporting CX architecture
  • Continuously assess the CX and impact of any changes

Ovum recommends a disciplined approach based on core principles known to impact CX quality

  • From high-level to practical measures to improve CX faster

Appendix

  • Methodology
  • Further reading
  • Author

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