Introduction


Organizations are increasing their investments in technologies that can boost customer experience (CX). However, achieving a payoff from these technology investments — in terms of both customer experience and financial returns — remains a work in progress. MIT SMR Connections, with sponsorship from SAS, conducted a global study across several industries and geographies to identify today’s top CX trends and best practices. We surveyed 2,670 managers; of these, more than 20% report that their organization plans to boost customer experience-related investments between 50% and 100% over the next two years. Only 5% plan no increase over the same time period.

Overall, businesses around the world are bullish about the return on their investments: 72% of all respondents say that they expect that the resources their organizations put into CX technology will yield large or moderate positive returns within two years. Even so, only 15% of respondents currently report that their organizations are significantly or dramatically outperforming the competition on CX quality and return on investment (ROI). These CX Champions, as we are calling them, have a distinct set of characteristics that offer useful lessons for other organizations as they invest in CX-related technologies.

CX Champions are found in enterprises of all sizes and in many regions. The secret superpower of these Champion organizations is the combination of governance, strategy, and the technology savvy that they bring to the table. Specifically, the survey found that:

  • CX Champions elevate CX strategy to the level of digital transformation strategy, which ensures that CX is front and center and an integral, measurable component of overall corporate strategy.
  • CX Champions use sophisticated analytics and push toward mastery of artificial intelligence (AI) to create outstanding customer experiences and maximize ROI on CX technology investments.
  • CX Champions make CX a mainstay of organizational operations through highly cross-functional and decentralized teams, finely tuned systems, and collaborative platforms that fuel speed and innovation.

To help business leaders become competitive with their CX offerings and confident about the returns on their CX technology investments, this report delves into the specifics of what distinguishes CX Champions from the rest of the pack.

Who Are the CX Champions?


A major goal of the study was to identify CX Champions and discover what makes them tick. To that end, we developed a CX maturity curve based on the quality of a company’s CX and the ROI on its CX technology investments.

To read full download the whitepaper:

Delivering Experiences That Win Business and Build Loyalty: CX Champions Share Their Strategies

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