Our Flagship Research Series

Customer Experience Imperatives

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

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Start building your blueprint for great CX

Our family of research reports covers the CX landscape from the perspective of customers and leading brands, and dives deep on the distinct challenges faced by specific industries.

A stack of the Industry versions of the CX Imperatives
Industry Editions

This extension of our research series takes an industry-level look at what customers want from their brand experiences and if organizations are rising to the occasion.

A stack of Part 1 of the CX Imperatives
Part 1

Get a window in to the mindset of the customer and learn how leaders of brands and businesses can start to deliver on those expectations with From Customer Engagement to Empowerment.

A stack of Part 2 of the CX Imperatives
Part 2

Explore the characteristics that set some brands apart. With What CX Leaders Do Differently you’ll learn about the changes that 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.

About the Research

Hear from customers and business leaders alike

Our globe-spanning survey reveals what customers really want and the common traits shared by brands leading in the CX space

  • 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