Pointillist-2019年客户体验管理和测量报告（英文）-2019.7-31页_13mb

2019 State of Customer Journey Management & CX Measurement Summary

Core Content

This report presents insights and trends from over 700 customer experience (CX), marketing, and analytics professionals worldwide, highlighting the critical role of customer experience in business success in 2019. It emphasizes the importance of adopting a journey-based approach to CX and the challenges in measuring its business impact.

Main Viewpoints

1. Journey-Based Approach is Critical for CX Success

• 90% of respondents believe a journey-based approach is important to their overall success.
• It is most effective for improving customer satisfaction, retention, and lifetime value.
• Only 3% of respondents who haven't adopted a journey-based approach cite a lack of perceived value as the reason.

2. High Performers Use a Data-Driven, Journey-Based Approach

• High-performing CX teams are significantly more data-driven and have more mature CX measurement programs.
• They are 9 times more likely to integrate data from multiple sources and analyze customer behavior across channels.
• 73% of high performers use a data-driven journey-based approach, compared to 24% of underperformers.

3. Organizations Struggle to Quantify CX Impact on Business KPIs

• Only 6% of under- and average-performing teams are satisfied with their ability to quantify the impact of CX on business KPIs.
• CX teams are generally unsatisfied with their ability to link customer experience metrics to business outcomes such as revenue and churn.
• 43% of high performers consider customer lifetime value (CLTV) a top-priority metric, compared to 28% of underperformers.

4. Cross-Channel Data Integration is a Major Challenge

• Breaking down data silos is the top challenge for effective CX measurement.
• Only 11% of under- and average-performing organizations are very effective at integrating cross-channel customer data.
• 40% of respondents identify data silos as a top CX challenge, making it the second overall challenge.
• Most organizations use less than a third of the most common data sources to analyze customer journeys.

5. Current Tools and Technologies Are Insufficient

• Despite using an average of 4 different technologies, less than 25% of respondents are satisfied with their ability to integrate data, generate insights, and quantify CX impact.
• 30% of respondents say they lack the right tools or technology to succeed in CX.

Key Information

CX Measurement Maturity

• High performers are 69% more likely to have a very or extremely mature CX measurement program than underperformers.
• Only 1% of underperformers say their CX measurement program is very or extremely mature.

CX Priorities and Metrics

• NPS and CSAT are the most commonly used metrics for measuring CX performance.
• CLTV is a top priority metric for high performers.
• ROI is rarely used as a business KPI for CX, with only 26% of respondents citing its use.

Top CX Challenges

• Quantifying CX ROI is the number one challenge.
• Breaking down data silos is the second major challenge.
• Identifying high impact opportunities, generating actionable insights quickly, and delivering personalization at scale are also top challenges.

Cross-Channel Engagement

• Only 33% of those using a journey-based approach analyze connected customer interactions across two or more channels.
• 45% of high performers analyze customer interactions across multiple channels, compared to 22% of underperformers.

Survey Demographics

Industry Distribution

• Technology & Software (20.3%)
• Financial Services (16.4%)
• Consulting (13.7%)
• Telecommunications (9.9%)
• Retail & Ecommerce (6.7%)
• Advertising & Digital Agencies (5.6%)
• Healthcare, Manufacturing, Education, etc. (various percentages)

Job Function Distribution

• CX Professionals (33.1%)
• Marketing (14.4%)
• Customer Service (9.1%)
• Customer Insights (8.2%)
• Sales, Analytics, Product Management, etc. (various percentages)

Key Takeaways

• A journey-based approach is essential for CX success.
• Data integration and analytical capabilities are crucial for high performers.
• Quantifying CX impact on business KPIs remains a significant challenge.
• Cross-channel data integration is a top obstacle in CX measurement.
• Current tools are not sufficient to support the full range of CX needs.

Conclusion

The report underscores the need for organizations to adopt a data-driven, journey-based approach to customer experience management. It highlights the importance of integrating cross-channel data, defining relevant KPIs, and leveraging advanced analytics to improve customer experience and its business impact. High-performing teams are better equipped to achieve these goals, but many organizations still struggle with the technical and strategic implementation required for effective CX management.