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For Customer Experience Professionals

The State Of Customer Experience, 2010

Lots Of Action, Especially In Companies With Customer Experience Leaders

February 19, 2010


  • By Bruce D. Temkin
  • with William Chu,
  • Rachel Zinser

Why Read This Report

We surveyed 141 executives from large North American firms to find out about their customer experience endeavors. It turns out that 90% of respondents think that customer experience is very important for their companies and 80% are trying to use it as an area of differentiation. While the lack of funding was the top problem last year, the lack of a clear strategy has emerged as this year's No. 1 obstacle. There's a lot of activity underway: 62% of companies have a voice of the customer (VoC) program, and nearly half have an executive in charge of their overall customer experience efforts. Our data shows that companies with this type of leadership have fewer obstacles and are more mature in their customer experience efforts.

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  • Customer Experience Is Critical
  • Customer Experience Leaders Have More Loyal Customers
  • Customer Experience Leaders Show Up In More Aggressive Companies
  • Customer Experience Discipline Comes With Leadership
  • Customer Experience Leaders Are Active
  • Fewer Customer Experience Obstacles Exist When There Is A Leader
  • Leaders Embed More Customer-Centric Behaviors
  • Most Companies Have Some Customer Experience Discipline
  • Customer Experience Activity Is Underway
  • Obstacles To Customer Experience Success
  • Obstacles To Customer Experience Success Are Shifting
  • Companies Aren't Focused On Target Customers
  • Companies Are Focusing More On Their Brands
  • Forrester's 2010 Customer Experience Index
  • Companies Don't Satisfy Customers

Table of Contents

  • Customer Experience Is Active In 2010
  • Customer Experience Leadership Makes A Difference

  • Get The Entire Company Thinking Outside-In
  • Supplemental Material
  • Related Research Documents