2021年客户体验管理和测量报告（英）_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, explores the current state of customer journey management and customer experience (CX) measurement. It highlights the key challenges, opportunities, and strategies that differentiate high-performing organizations from underperformers.

Main Findings

1. Journey Management Maturity Separates CX Leaders from the Pack

• High performers are more likely to align their organizations around customer journeys, using dedicated roles or teams for managing, measuring, and improving CX.
• 93% of high performers find a journey-based approach very or extremely important, compared to 63% of underperformers.
• High performers are 1.6 times more likely to score customer journeys and 3.0 times more likely to use journey orchestration to improve experiences.
• They are 5.9 times more likely to be very or extremely satisfied with their ability to quantify the impact of CX on business outcomes.
• High performers are 13.1 times more likely to effectively manage and act on cross-channel data.

2. Quantifying ROI Remains the Top CX Challenge

• For the third consecutive year, quantifying the return on investment (ROI) of CX initiatives is the top challenge.
• 41% of respondents capture improvements in CX metrics like NPS and CSAT but struggle to translate these into revenue or cost.
• High performers are 5.9 times more likely to be very or extremely satisfied with their ability to quantify ROI and 2 times more likely to receive a budget increase.
• Organizations that cannot quantify ROI often face stagnant or shrinking budgets.

3. Digital Transformation Succeeds by Focusing on the Customer

• Digital transformation is now a critical focus for organizations, driven by customer demand for exceptional digital experiences.
• 34% of CX teams identify increasing digital self-service as a top priority in the next 12 months.
• High performers prioritize digital transformation and data-driven, journey-based solutions for investment.
• 29% of high performers consider customer journey analytics a top CX investment priority.
• Legacy tools and technology are a major obstacle to successful digital transformation, making it hard to meet customer expectations.

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

• While marketing teams believe they are tightly aligned with CX teams, CX leaders disagree.
• High performers are 2.1 times more likely to be tightly aligned on customer-centric goals and 2.7 times more likely to have a marketing organization that prioritizes CX metrics.
• 44% of marketers rate themselves as very or extremely effective at analyzing cross-channel behavior, compared to 32% of CX professionals.
• 55% of marketers believe they are very or extremely effective at taking action on customer insights, while only 39% of CX teams agree.

5. Organizations Still Struggle to Deliver Consistent Omnichannel Experiences

• Data silos and legacy technology are the primary barriers to delivering consistent, seamless omnichannel experiences.
• 75% of high performers have no issues accessing omnichannel data, while 46% of underperformers report that data is siloed or inaccessible.
• 87% of underperformers lack a single view of the customer, compared to 41% of high performers.
• High performers are 11.3 times more likely to integrate data across all tools and sources into a unified customer view.

Key Capabilities and Strategies

• Journey-based approaches are critical for high performers to measure and improve CX.
• Integrated data management is essential for analyzing omnichannel behavior and delivering personalized experiences.
• Digital self-service and journey orchestration are top priorities for CX improvement and investment.
• Strong alignment between CX and marketing leads to better CX outcomes and more effective use of customer insights.

Investment Priorities

• Improving CX metrics (e.g., NPS, CSAT, CES)
• Increasing digital self-service
• Improving operational efficiency
• Boosting customer retention
• Aligning the organization on a journey-based approach
• Growing digital sales
• Increasing upsell and cross-sell rates

Summary of Challenges and Opportunities

Key Metrics and Trends

• 65% of high performers increased their CX budget in 2021, compared to 32% of underperformers.
• 53% of organizations currently have a dedicated role or team for customer journey management.
• 10% plan to add such a role, while 19% have aligned existing roles with a journey-based approach.
• Lack of personalization is the #1 driver of negative customer experiences.
• Digital self-service is now the #2 priority for CX improvement and the #2 overall CX investment priority.

Conclusion

The report underscores that successful customer journey management and CX measurement require a mature, data-driven approach with strong alignment across departments. Organizations that prioritize digital transformation, integrate data effectively, and align marketing with CX are more likely to deliver exceptional customer experiences and achieve better business outcomes.