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Forrester surveyed 141 executives from large North American firms to find out about their customer experience endeavors. Results show 90% of respondents feel that customer experience is very important and 80% are trying to use it as an area of differentiation. While lack of funding was the top problem last year, lack of a clear strategy has emerged as the No. 1 obstacle.
Activity Underway: 62% of companies have a Voice of the Customer program, and nearly half have an overall customer experience efforts executive. Our data shows that companies with this type of leadership have fewer obstacles and are more mature in their customer experience efforts.
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