A growing number of C-suite executives will prioritise investment in customer experience over the next 3 years Companies who prioritise future investment in customer experience gain a range of benefits over those who don't prioritise Almost 4 in 5 companies believe their overall customer experience is viewed positively Where does CX responsibility lie? CEO leadership of customer experience linked to better business performance Major benefits of CX investment by company size Leaders of CX initiatives CEO most likely to have direct control 79% NOW 63% NEXT 3 YEARS 64% 41 % SMALL $250m or less MEDIUM $250m to $1bn LARGE $1bn or more Global customer experience results Customer experience (CX) encompasses each and every interaction a customer has with a company and its products Measure success More profitable Better customer experience Increase CX investment more than 10% CEO leads CEO in charge Better revenue growth 63% 59% 71% 62% 43% 64% 56% Click here to view the full research and understand how the C-Suite values customer experience in today’s digital age 15% 28% 39% 54% 47% 40% 41% Improved customer satisfaction % Increased sales % Reduced operating costs % Improved customer retention % Lower cost of customer acquisition % 4 14 22 29 35% Improved customer retention is cited as the major benefit of CX globally 33 35 31 13 9 10 8 31 5 18 17 CEO is most likely to lead CX initiatives in all regions apart from Asia-Pacific, where the CIO is most likely to lead COO CMO CEO CIO LOB LEADER 7% 6% 13% 41% 17% Asia-Pacific % Latin America % North America % Europe % CXO 5% 20 39 14 9 5 9 4 3 16 15 52 36 40 19 16 12 9 7 3 9 5 4 4 8 CEO 13 % CIO 17 % CMO