Executive Summary (This is a document excerpt)

We asked customer experience executives about their efforts. Although nearly all of them think that customer experience is an important part of their firm's competitiveness, most do not follow a disciplined approach to customer experience management. Only about half of the respondents have an enterprisewide customer experience effort and about one-quarter have an executive in charge of customer experience across channels. The most prevalent problems are lack of a clear strategy and limited budgets. When we looked at the difference between firms with a disciplined approach and those that were more undisciplined, there was a wide gap in the use of primary user research. To overcome these hurdles, firms should get more customer insight and put someone in charge.

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