Best Practice Report

Why And How To Prioritize CX Quality In 2023 Despite Economic Woes

February 22nd, 2023
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
David Truog, VP, Principal Analyst
David Truog VP, Principal Analyst
With contributors:
Rick Parrish , Ananya Suresh , Shayna Neuburg

Summary

A customer experience (CX) storm is brewing: While consumers will favor CX quality more in 2023, it fell in 2022 for the first time since 2017. Brands should respond by investing more in ensuring quality — but that’s a challenge when budgets are shrinking due to downturn fears. How to resolve this tension? Invest in designing for quality experiences where it affects customers most, in the post-purchase phases of the customer lifecycle: product and service. If that requires shifting budget from customer acquisition to retention, don’t hesitate — acquisition costs five to 25 times as much. This short report explains this dynamic, what to do, and how to align marketing and CX to get it done.

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