2021年客户体验管理和测量报告_36页_20mb

2021 State of Customer Journey Management & CX Measurement Summary

Core Content

This report, based on insights from 1,150+ CX leaders worldwide, highlights the current state of customer journey management and customer experience (CX) measurement. It outlines the key challenges, investment priorities, and capabilities that distinguish high-performing organizations from average and underperforming ones.

Main Findings

1. Journey Management Maturity Separates CX Leaders from the Pack

• High performers are more likely to align their organizations around customer journeys and use dedicated roles or teams to manage, measure, and improve CX.
• 68% of high performers have a dedicated team for journey management, compared to 31% of underperformers.
• High performers are more effective at integrating and analyzing omnichannel data, which allows them to track customer behavior across touchpoints and systems.
• They are significantly more effective at quantifying the impact of CX on business outcomes (5.9X more likely than underperformers).

2. Quantifying ROI Remains the Top CX Challenge

• For the third consecutive year, quantifying the ROI of CX initiatives is the top challenge.
• Only 36% of organizations are very or extremely satisfied with their CX performance and investment outcomes.
• 41% of companies report capturing improvements in CX metrics like NPS and CSAT, but struggle to translate that into revenue or cost.
• High performers are 5.9X more likely to be satisfied with their ability to quantify CX impact and 2X more likely to receive budget increases.

3. Digital Transformation Succeeds by Focusing on the Customer

• Digital transformation is critical for meeting evolving customer needs and expectations.
• High performers prioritize digital transformation and data-driven, journey-based solutions.
• 29% of high performers consider customer journey analytics a top CX investment priority.
• Legacy tools and technology are a major obstacle to digital transformation, now ranked as the #2 CX challenge.

4. CX and Marketing Don’t See Eye to Eye

• Marketing teams often overestimate their alignment with CX teams.
• High performers are more likely to have tight alignment between CX and marketing on customer-centric goals, approaches, and metrics.
• 2.7X more likely to have marketing organizations that prioritize CX metrics and initiatives.
• 2.1X more likely to regularly collaborate on CX initiatives.

5. Organizations Still Struggle to Deliver Consistent Omnichannel Experiences

• A lack of integrated omnichannel data is the primary barrier to delivering consistent and personalized experiences.
• Only 41% of high performers have a single view of the customer, compared to 87% of underperformers.
• High performers are 11.3X more likely to effectively integrate data across all tools and sources into a unified view of the customer journey.
• Journey orchestration is not a high investment priority for most organizations, despite its importance in delivering seamless experiences.

Key Insights

• Customer Journey Maturity: Organizations that mature their journey management practices see significant improvements in customer advocacy, cost reduction, and revenue growth.
• ROI Measurement: The inability to quantify ROI hampers CX investment and budget allocation. High performers are better equipped to demonstrate the business value of CX initiatives.
• Digital Transformation: Focusing on the customer is essential for successful digital transformation. It involves creating intuitive, efficient digital experiences that meet customer expectations.
• CX-Marketing Alignment: Strong alignment between CX and marketing teams is crucial for delivering consistent customer experiences and achieving business goals.
• Omnichannel Challenges: Siloed data and legacy systems are the main obstacles to delivering consistent, personalized omnichannel experiences. High performers are more effective at overcoming these challenges.

Investment Priorities

Critical Capabilities

• Data Integration: High performers are better at integrating and analyzing cross-channel data.
• Journey Analytics & Orchestration: These are key tools for measuring and optimizing CX.
• Customer-Centric Culture: Organizations with a strong customer-first culture are more likely to succeed in CX management.
• Actionable Insights: High performers are more effective at generating and acting on customer insights.

Summary of Challenges

1. Quantifying ROI of CX investments
2. Limitations of legacy tools and technology
3. Identifying and prioritizing high-impact CX opportunities
4. Generating actionable insights quickly
5. Measuring customer experience effectively

Conclusion

The report emphasizes that customer journey management and CX measurement are vital for business success. High performers outperform their peers by aligning around customer journeys, integrating data, and demonstrating ROI. Organizations must address data silos, invest in modern tools, and ensure alignment between CX and marketing to deliver consistent, personalized experiences and achieve long-term business growth.