1.
In Primary Intelligence’s annual report on the State of Customer Experience (CX), global CX leaders provide their
feedback on how they’re implementing and leveraging Customer Experience programs to increase buyer loyalty
and drive long-term revenue growth. CX programs continue to be an essential ingredient for measuring
customer loyalty, buyer satisfaction, and long-term customer and revenue retention.
http://www.primary-intel.com/product/state-of-customer-experience-2016/
The State of
Customer Experience
The State of
Customer Experience
2016
10 Strategies for Success10 Strategies for Success
1. Utilize bi-directional communication with customers
2. Ensure employees understand the goals of Customer Experience programs
3. Get organizational alignment around CX initiatives
4. Share success stories and best practices
5. Create small wins to build momentum
6. Identify and nurture brand advocates
7. Use metrics to demonstrate Customer Experience ROI
8. Incorporate customer comments, not just metrics
9. Make corporate decisions through the lens of Customer Experience
10. Iterate, and don’t expect perfection
Better Intelligence. Better Strategy. Better Win Rate.
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To learn more about the State of Customer Experience 2016 report, visit
http://www.primary-intel.com/product/state-of-customer-experience-2016/
© 2016 Primary Intelligence Inc.
USAGE OF CUSTOMER
EXPERIENCE PROGRAMS
REMAIN STRONG
This is roughly equivalent to the
percentage of organizations with CX
programs in place in 2015 (81 percent)
and highlights the ongoing
commitment to collecting customer
feedback to improve products,
support, and internal processes.
78%
CX Program
in Place
3%
Unsure
19%
No CX Program
in Place
20%
Less than a year
old
38%
1-2 years old
MORE FIRMS OPTINGTO START CX PROGRAMS
As more organizations realize the importance of Customer Experience initiatives, there’s a growing number of
firms adopting CX programs. One in five B2B organizations started a new CX program within the past year.
Close to 40 percent have had Customer Experience programs in place for two years or less.
STRONG BELIEFTHAT CX PROGRAMS HELP
RETAIN CUSTOMERS
CX managers believe most strongly that
Customer Experience programs help
improve organizations’ability to retain
customers. Of concern is the low confidence
in most CX leaders that they have a solid
understanding of the overall customer
experience of their clients.
9.0
7.7
8.4
8.7
6.7
CX helps us sell
additional products
/ services
CX can help me
perform more
efficiently in my role
My organization has a
good understanding of the
overall customer
experience of our clients
CX improves an
organization's ability
to retain customers
Our organization
should increase its
investment in CX
0 = Strongly disagree, 10 = Strongly agree
Improved
understanding of
customer needs
91%
Improved customer
support/service
69%
Improved customer
communications
62%
IMPROVED UNDERSTANDING OF CUSTOMER
NEEDS REMAINSTOP CX BENEFIT
Over 90 percent of CX managers believe
the most significant benefit from
Customer Experience programs is an
improved understanding of customer
needs. It’s likely that this will continue to
be the most important benefit in the
coming years since improved
understanding of customer needs was
also the most important identified benefit
in 2015. In both years, an improved
understanding of customers was
approximately 20 points higher than the
#2 benefit.
ONGOING CUSTOMER FEEDBACK
PREFERRED BY MOST COMPANIES
More than three quarters of firms collect
customer feedback on an ongoing basis
versus quarterly or annual collection.
Ongoing feedback is considered a best
practice at Primary Intelligence, as is
unfiltered feedback from all customers.
78%
ongoing CX feedback
with all customers
B2B FIRMS ORGANIZING DIFFERENTLY
TO MEET NEEDS OF CUSTOMERS
Eighty percent of all organizations in 2016
have a dedicated Customer Experience
team or department. This is a substantial
increase from 2015, when 51 percent of
organizations reported having a
dedicated CX resource to collect, analyze,
and act on customer feedback.
2015 2016
51% 80%Dedicated CX
resource, team, dept.
SPENDING ON CX PROGRAMS EXPECTED
TO INCREASE
Nearly 60 percent of firms plan to increase
spending on CX programs in the next
year. Of these, one in five will increase
their CX investment by 1-10 percent and
an additional 24 percent will increase
spending by 11-20 percent. We view
these investments as a positive indicator
toward ongoing commitment to
Customer Experience programs.
Plan to increase
spending
57%
Will not change
spending
24%
Unsure
10%
HIGHEST PERCENTAGE OF FIRMS SPENDING
$100K-$500K ANNUALLY ON CX PROGRAMS
The largest percentage of
organizations—approximately
one-third—are spending between $100K
and $500K annually on their CX initiatives,
largely unchanged since 2015. Still, the
best performance—in terms of revenue
growth, profitability, and a deeper
understanding of customers’top
challenges and priorities—is seen by
firms spending $500K to $1 million
annually on CX programs.
$100K–$500K
31%
$50K–$100K
16%
$500K–$1M
7%
Best
results