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2016 State of Customer Experience

2016 State of Customer Experience

In our 2016 State of Customer Experience research, Primary Intelligence found that nearly 80 percent of B2B organizations have some type of Customer Experience program in place today. This is essentially unchanged since 2015 and demonstrates the ongoing importance of CX programs and organizations’ commitment to them. // Over 90 percent of CX managers believe the largest benefit from Customer Experience programs is an improved understanding of customer needs. Nearly 80 percent of organizations are using Customer Experience feedback to improve their customer service and support organizations, while 64 percent are using it to improve training opportunities. Other common uses of CX data include identifying product strengths and weaknesses, enhancing the communication process, improving product decisions, and improving responsiveness.


Customer Experience Overview
Key Research Findings
Increased Focus on Customer Experience
Organizations Without Customer Experience Programs
State of Customer Experience Research Background and Methodology
Customer Experience Outcome Metrics
Respondent and Organizational Demographics
Respondent Departments
Respondent Roles
Connection to Customer Experience Program
Respondent Vertical Industries
State of Customer Experience Research Results
Customer Experience Programs in Place Today
Customer Experience Program Responsibility
Customer Experience Programs by Vertical Industry
Customer Experience Program Beliefs and Attitudes
CX Beliefs and Attitudes Among Organizations With and Without CX programs
Customer Experience Benefits
Understanding Customer Needs
Customer Experience Program Investment
Annual Customer Experience Program Investment and Outcome Metrics
Company Performance
Customer IQ
Program Success
Future Investment Planned in Customer Experience Programs
Increased Customer Experience Program Investment
Customer Experience Program Tenure
Customer Experience Program Tenure and Outcome Metrics
Company Performance
Customer IQ
Program Success
Customer Experience Analysis
Customer Experience Analysis Frequency
Customer Experience Analysis Frequency and Outcome Metrics
Company Performance
Customer IQ
Program Success
Access to Customer Experience Information
Customer Experience Access Best Practices
Access to Customer Experience Information and Outcome Metrics
Company Performance
Customer IQ
Program Success
Stakeholder Support for Customer Experience Programs
Stakeholder Support for Customer Experience Programs and Outcome Metrics
Company Performance
Customer IQ
Program Success
Usage of Customer Experience Data
Customer Experience Data Collection Frequency
Customer Experience Data Collection Frequency and Outcome Metrics
Company Performance
Customer Experience IQ
Program Success
Customer Experience Data Collection Methodology
Customer Experience Data Collection Methodology and Outcome Metrics
Company Performance
Customer Experience IQ
Program Success
Customer Experience Data Collection Responsibility
Customer Experience Data Collection Responsibility and Outcome Metrics
Company Performance
Customer Experience IQ
Program Success
Customer Experience Data Collection Targets
Desired Targets
Actual Targets
Customer Experience Actual Data Collection Targets and Outcome Metrics
Company Performance
Customer Experience IQ
Program Success
Customer Experience Data Collection Tools
Customer Experience Data Collection Tools and Outcome Metrics
Company Performance
Customer Experience IQ
Program Success
Customer Experience Sales Force Tools
Customer Experience Survey Tools
Customer Experience Data Sentiment
Customer Experience Data Sentiment Among Organizations With and Without CX programs
Customer Experience Data Frequency
Customer Experience Deliverables
Customer Experience Summary Reports
Customer Experience Data Sources
Customer Experience Data Sources and Outcome Metrics
Company Performance
Customer Experience IQ
Program Success
Customer Experience Data Type
Types of Open-Ended Customer Experience Feedback
Advantages and Disadvantages to Open-ended CX Data Collection Methodologies
Customer Experience and Company Performance
Customer Experience and Customer IQ
Customer Experience and Program Success
Four Pillars of Customer Value
Customer Retention Rates
Customer Retention Rate Improvements
Customer Defections over the Past Year
Organizations Without Customer Experience Programs
Percentage of Organizations without Customer Experience Programs
Reasons for Lack of Customer Experience Programs
Recommendations and Conclusions
About Primary Intelligence
About Carolyn Galvin
Additional Information
Disclaimer
License
Contact Information
List of Figures
Figure 1: 2016 Respondent Departments
Figure 2: Respondent Departments (2016 vs 2015)
Figure 3: 2016 Respondent Management Levels
Figure 4: 2016 Connection to Customer Experience Program
Figure 5: Connection to Customer Experience Program (2016 vs 2015)
Figure 6: Respondent Vertical Industry
Figure 7: Incidence of Customer Experience Programs
Figure 8: 2016 Customer Experience Program Responsibility
Figure 9: 2016 Customer Experience Program Responsibility (2016 vs 2015)
Figure 10: Customer Experience Programs by Vertical Industry
Figure 11: 2016 Customer Experience Beliefs and Attitudes
Figure 12: 2016 Customer Experience Beliefs and Attitudes (2016 vs 2015)
Figure 13: 2016 Comparison of Beliefs and Attitudes for Respondents With and Without Customer Experience Programs
Figure 14: 2016 Customer Experience Benefits Experienced
Figure 15: Customer Experience Benefits Experienced (2016 vs 2015)
Figure 16: Annual Customer Experience Program Investment
Figure 17: Annual Customer Experience Program Investment and Company Performance
Figure 18: Annual Customer Experience Program Investment and Customer Experience IQ
Figure 19: Annual Customer Experience Program Investment and Program Success
Figure 20: Customer Experience Future Program Investment
Figure 21: Anticipated Increase in Customer Experience Program Investment
Figure 22: Customer Experience Program Tenure
Figure 23: Customer Experience Program Tenure and Company Performance
Figure 24: Customer Experience Program Tenure and Customer Experience IQ
Figure 25: Customer Experience Program Tenure and Program Success
Figure 26: Customer Experience Analysis Responsibility
Figure 27: Customer Experience Analysis Responsibility (2016 vs 2015)
Figure 28: Customer Experience Analysis Frequency
Figure 29: Company Performance and Customer Experience Analysis Frequency
Figure 30: Customer IQ and Customer Experience Analysis Frequency
Figure 31: Program Success and Customer Experience Analysis Frequency
Figure 32: Access to Customer Experience Information
Figure 33: Access to Customer Experience Information (2016 vs 2015)
Figure 34: Access to Customer Experience Information and Company Performance
Figure 35: Access to Customer Experience Data and Customer Experience IQ
Figure 36: Access to Customer Experience Data and Program Success
Figure 37: Stakeholder Support for Customer Experience Program
Figure 38: Stakeholder Support for Customer Experience Program (2016 vs 2015)
Figure 39: Company Performance and Stakeholder Support
Figure 40: Customer Experience IQ and Stakeholder Support
Figure 41: Program Success and Stakeholder Support
Figure 42: Usage of Customer Experience Data
Figure 43: Customer Experience Data Collection Frequency
Figure 44: Customer Experience Data Collection Frequency and Company Performance
Figure 45: Customer Experience Data Collection Frequency and Customer Experience IQ
Figure 46: Customer Experience Data Collection Frequency and Program Success
Figure 47: Customer Experience Data Collection Methodology
Figure 48: Customer Experience Data Collection Methodology
Figure 49: Customer Experience Data Collection Methodology and Company Performance
Figure 50: Customer Experience Data Collection Methodology and Customer Experience IQ
Figure 51: Customer Experience Data Collection Methodology and Program Success
Figure 52: Desired Customer Experience Data Collection Responsibility
Figure 53: Actual Customer Experience Data Collection Responsibility
Figure 54: Customer Experience Data Collection Responsibility and Company Performance
Figure 55: Customer Experience Data Collection Responsibility and Customer Experience IQ
Figure 56: Customer Experience Data Collection Responsibility and Program Success
Figure 57: Customer Experience Desired Data Collection Targets
Figure 58: Customer Experience Desired Data Collection Targets
Figure 59: Customer Experience Data Collection Targets and Company Performance
Figure 60: Customer Experience Data Collection Targets and Customer Experience IQ
Figure 61: Customer Experience Data Collection Targets and Program Success
Figure 62: Customer Experience Data Collection Tools
Figure 63: Customer Experience Data Collection Tools
Figure 64: Customer Experience Data Collection Tools and Company Performance
Figure 65: Customer Experience Data Collection Tools and Customer Experience IQ
Figure 66: Customer Experience Data Collection Tools and Program Success
Figure 67: Customer Experience SFA Tools Used
Figure 68: Customer Experience SFA Tools Used
Figure 69: Customer Experience Survey Tools
Figure 70: Customer Experience Survey Tools
Figure 71: Customer Experience Data Sentiment
Figure 72: Customer Experience Data Sentiment
Figure 73: Comparison of Customer Experience Data Sentiment for Respondents With and Without Customer Experience Programs
Figure 74: Customer Experience Desired Data Frequency
Figure 75: Customer Experience Actual Data Frequency
Figure 76: Customer Experience Deliverables
Figure 77: Customer Experience Deliverables (2016 vs 2015)
Figure 78: Annual Customer Experience Individual Reports
Figure 79: Annual Customer Experience Individual Reports (2016 vs 2015)
Figure 80: Customer Experience Data Source
Figure 81: Customer Experience Data Source (2016 vs 2015)
Figure 82: Company Performance and Customer Experience Data Source
Figure 83: Customer Experience IQ and Data Source
Figure 84: Program Success and Customer Experience Data Source
Figure 85: Customer Experience Data Type
Figure 86: Types of Open-Ended Customer Experience Feedback Collected
Figure 87: Types of Open-Ended Customer Experience Feedback Collected
Figure 88: Customer Experience and Company Performance
Figure 89: Customer Experience and Company Performance (2016 vs 2015)
Figure 90: Customer Experience Customer IQ
Figure 91: Customer Experience Customer IQ (2016 vs 2015)
Figure 92: Customer Experience Program Success
Figure 93: Customer Experience Program Success (2016 vs 2015)
Figure 94: Four Pillars of Customer Value
Figure 95: Average Customer Retention Rate
Figure 96: Annual Customer Rate Retention Improvement
Figure 97: Rate of Customer Defections Since Last Year
Figure 98: Average Revenue Retention Rate
Figure 99: Annual Revenue Retention Rate Improvement
Figure 100: Average Revenue Expansion Rate
Figure 101: Annual Revenue Expansion Rate Improvement
Figure 102: Average Revenue Leakage Rate
Figure 103: Annual Revenue Leakage Rate Improvement
Figure 104: Past Customer Experience Programs
Figure 105: Reasons for Lack of Customer Experience Programs

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