REPORT

It’s no secret that the last few years have upended the way customers want to interact with companies. Digital engagement has led to higher customer expectations, bigger demands and about a million more choices if one brand doesn’t deliver. Privacy laws and changes by tech companies have marketers scrambling to get the data they need to meet customer expectations.

Chances are your CX strategy is crying out for a modern makeover. Our study found that more than 60% of marketing leaders say the digital customer journey has dramatically changed their CX strategy. Worse, nearly two-thirds aren’t very confident in their CX strategy’s ability to win and retain customers in this new environment.

The challenge is to orchestrate a great customer experience that hits all the right notes, from digital self-service to meaningful personality to privacy and trust to seamless omnichannel, including a “hybrid” blend of physical and digital experiences.

The CMO Council and SAS embarked on an extensive study to understand where CX gaps and opportunities lie. We looked at CX from various perspectives and compared mature CX capabilities between top and bottom performers.

Our findings are based on a survey of more than1,000 marketing leaders and a survey of more than 2,000 consumers across the globe. Additionally, we conducted 10 in-depth interviews with executives from companies such as AT&T, Pfizer, FedEx, Standard Chartered Bank, Hitachi Vantara, Globe Telecom, Red Wing Shoe Company, and Mars Wrigley.