Customer Experience Imperatives

Our 2024 edition, a global research series, explores what consumers think and how brands should approach customer experience.

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RESEARCH OVERVIEW

Build your blueprint for great CX

What do business leaders and consumers think about today’s customer experiences? We wanted to find out, so we asked them directly.

Our globe-spanning survey of consumers and business leaders alike puts you first in the customer’s shoes - revealing six Imperatives for CX professionals to consider - and then, in part two, sheds light on four common attributes brands that lead in the CX space share.

Access our reports today to get an in-depth look at the CX landscape and to learn how you can elevate your own CX strategy today.

Imperatives 1 and 2 Cover

PART 1: FROM CUSTOMER ENGAGEMENT TO EMPOWERMENT

Imperatives 1 Cover
Understand What Customers Want

More than ever, customers know exactly what they want, where to get it, and how long it should take. Get a window in to their mindset and learn how leaders of brands and businesses can start to deliver on those expectations.

PART 2: WHAT CX LEADERS DO DIFFERENTLY

Imperatives 2 Cover
Find Out How Brands Become CX Leaders

Explore the characteristics that set “CX Leaders” apart from the rest of the pack. You’ll probably recognize some of these traits in yourself, but where you don’t, we’ll detail how small tweaks can put you on the path to Leader status.

Take a peek inside the Imperatives

This report provides data to help you address key business questions. With a deeper understanding of industry sentiments, you’ll be better equipped to make decisions around marketing’s business mandates, innovation investment, digital transformation priorities, and more.

Despite the popularity of digital experiences such as chatbots and virtual reality, we found that customers still crave authentic, human interaction – particularly when it comes to digital payments and customer service. Despite the popularity of digital experiences such as chatbots and virtual reality, we found that customers still crave authentic, human interaction – particularly when it comes to digital payments and customer service.
Conversion is just one milestone, not the journey’s end. The real opportunity for brands lies in enhancing the post-purchase experience—a phase often cited by consumers as needing significant improvement. Conversion is just one milestone, not the journey’s end. The real opportunity for brands lies in enhancing the post-purchase experience—a phase often cited by consumers as needing significant improvement.
Consumers have varying opinions of emerging technology. While some tech is widely used, it may have a low impact on consumers, such as personalized emails or messages. We highlight the technologies that brands should pay the most attention. Consumers have varying opinions of emerging technology. While some tech is widely used, it may have a low impact on consumers, such as personalized emails or messages. We highlight the technologies that brands should pay the most attention.
A company-wide commitment to the customer sets mature organizations apart. While it can be tempting to chase after new trends or technology, brands should never lose sight of the ultimate goal: to organize all strategy around meeting and exceeding customer expectations. A company-wide commitment to the customer sets mature organizations apart. While it can be tempting to chase after new trends or technology, brands should never lose sight of the ultimate goal: to organize all strategy around meeting and exceeding customer expectations.
Customer feedback may reveal the secret to growing your business. Keeping an eye on competitors is important, but it shouldn't drive your strategy. Customer prioritization is key. Customer feedback may reveal the secret to growing your business. Keeping an eye on competitors is important, but it shouldn't drive your strategy. Customer prioritization is key.
Data that's siloed will only hurt the customer experience. CX leaders are more likely to have a single source of truth for their customers, allowing for cohesion across channels. Data that's siloed will only hurt the customer experience. CX leaders are more likely to have a single source of truth for their customers, allowing for cohesion across channels.

By the numbers and over the years

If you’re new to the Imperatives series, welcome. If you’ve been on this 12-year journey with us, welcome back. We’ve changed things up a bit this year. For 2024, we supplemented our own experience with research into consumers and brand professionals across the globe. 

  • 2,100

    consumers surveyed globally

  • 820

    business leaders surveyed across the globe

  • 18

    countries included in the survey data

  • 8

    industries represented

    • 2,100

      consumers surveyed globally

    • 820

      business leaders surveyed across the globe

    • 18

      countries included in the survey data

    • 8

      industries represented

Past Editions

2023 Imperatives Cover - Scaling Up: Designing Tomorrow's Experiences Today 2023
2022 CX Imperatives cover 2022
2021 CX Imperatives logo 2021
2020 CX Imperatives cover 2020
2019 Marketing Imperatives cover 2019
2017 Marketing Imperatives cover 2017

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