Pointillist-2021年客户旅程管理和客户体验测量报告（英）-2021.7-36页_20mb

2021 State of Customer Journey Management & CX Measurement Summary

Core Content

This report, based on insights from over 1,150 CX leaders worldwide, explores the state of customer journey management and CX measurement in 2021. It identifies the key challenges, opportunities, and strategies that differentiate high-performing organizations from their peers.

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 for managing, measuring, and improving CX.
• 68% of high performers have a dedicated role or team for journey management, compared to 31% of underperformers.
• High performers are more effective at integrating and analyzing omnichannel data, leading to better CX outcomes and business performance.
• 53% of organizations currently have a dedicated role or team, 10% plan to add one, and 19% have aligned existing roles with a journey-based approach.
• High performers are 13.1X more likely to be effective at managing and actioning cross-channel data.

2. Quantifying ROI Remains the Top CX Challenge

• For the third consecutive year, quantifying ROI of CX initiatives is the top challenge.
• Only 36% of organizations are very or extremely satisfied with their CX performance and outcomes.
• 41% of respondents capture improvements in CX metrics like NPS and CSAT but struggle to translate these into revenue or cost.
• High performers are 5.9X more likely to be very or extremely satisfied with their ability to quantify CX impact on business outcomes and are 2X more likely to receive budget increases.
• 65% of high performers increased their budget in 2021, compared to 32% of underperformers.

3. Digital Transformation Succeeds by Focusing on the Customer

• Digital transformation is critical to meeting evolving customer needs, especially with the rise of digital channels during the pandemic.
• Lack of self-help mechanisms is now the second highest customer frustration.
• High performers prioritize digital transformation and data-driven, journey-based solutions.
• 29% of high performers consider customer journey analytics a top investment priority.
• Legacy tools and technology are a major barrier to digital transformation and CX measurement.

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

• Marketing and CX teams often have diverging views on alignment and effectiveness.
• 44% of marketers believe they are very or extremely effective at analyzing cross-channel behavior, while only 32% of CX professionals agree.
• High performers are 2.1X more likely to have tightly aligned CX and marketing teams on customer-centric goals.
• They are 2.7X more likely to have a marketing organization that prioritizes CX metrics and initiatives.
• High performers are 3.9X more likely to be satisfied with their ability to quickly generate customer insights.

5. Organizations Still Struggle to Deliver Consistent Omnichannel Experiences

• Data silos remain the primary barrier to delivering seamless, consistent omnichannel experiences.
• 65% of CX teams do not have integrated omnichannel journey data in a single customer view.
• High performers are 11.3X more likely to be effective at integrating 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 consistent experiences.

Key Insights and Recommendations

• Customer journey management is a critical enabler of CX success, with high performers leading in its implementation.
• Quantifying ROI is a persistent challenge, but high performers are more successful in this area, leading to increased investment and satisfaction.
• Digital transformation must be customer-focused to deliver meaningful value and improve experiences.
• Alignment between CX and marketing is essential for creating consistent and impactful customer experiences.
• Omnichannel integration requires overcoming data silos and investing in better tools and technologies to unify customer data.

Summary of Key Metrics

Conclusion

The report emphasizes that customer journey management maturity, data integration, and alignment between CX and marketing are key drivers of CX success. High performers are better equipped to measure and improve CX, leading to better business outcomes and increased investment. Organizations must invest in advanced tools, foster cross-functional alignment, and prioritize data integration to deliver seamless, personalized customer experiences.