How are companies leading the charge on CX today?

Research from Forbes and Treasure Data reveals how leaders are pursuing excellence in CX - and the challenges that remain.

Winning in customer experience continues to be a critical competitive advantage – and getting a handle on data plays an important role. In this report, we uncover how leaders view data within their organizations, how it impacts CX, and what separates the data leaders from the data laggards.

Key findings include:

• The CX disconnect: While more than three-quarters of leaders believe the quality of their customer experiences and ability to collect data are above average, only 19% of business leaders are highly confident that they have a complete and accurate picture of their customers across all stages of the customer journey.


• Where’s the focus? Companies have made strides to establish clear ownership over CX performance, but struggle to determine if some specific products and functions are better at delivering CX excellence than others. Around 59% of leaders believe CX needs to go beyond marketing, and only 39% are currently addressing CX at an enterprise-wide level.


• Data dilemmas: 65% of business leaders say their goal is to build a cohesive data ecosystem and to standardize data collection. The biggest CX-related data challenges are getting the right data insights (45%), incorporating external data (44%) and ensuring data accuracy (44%).


• Bringing it all together: Only 38% of leaders say they are using centralized data management to design, deliver and improve CX now, but more than half plan to increase investments in data processes (60%) and strategy (67%). The number of companies using centralized data management to design, deliver and improve CX is expected to increase to 69% over the next year.

Download a copy of the research now for a full summary of the findings.