Customer Experience 2021

The Importance of Delivering Best-in-Class Experiences

About This Report
For years, delivering strong customer experience (CX) has been critical to an organization’s success—yet it’s still difficult to deliver on. Here’s how marketers need to think about CX success in 2021.

Executive Summary

After a turbulent year, customers’ expectations around experience have changed. While many organizations are making progress, more are struggling to consistently deliver the best possible customer experience (CX).

How sophisticated are CX practices?

There is a wide range of sophistication. Some companies have a unified view of the customer, seamless integration between all departments, and a clear understanding of the ROI of their CX initiatives. For many others, the above scenario is still years away.

Why is it so difficult to deliver a best-in-class CX?

Many organizations are oriented around the channel versus the needs of the customer. Others have challenges unifying all their data or restructuring their company to deliver a better experience to end users.

What key performance indicators (KPIs) are commonly used to measure CX?

Customer satisfaction (CSAT) and net promoter score (NPS) are two of the most popular measures, but there are many other popular KPIs that largely depend on an organization’s CX objectives.

WHAT’S IN THIS REPORT? This report explores the challenges and opportunities that marketers encounter when focusing on CX and how to make those calculations to garner continued investment.

KEY STAT: Nearly all (94%) US consumers ages 18 and older surveyed in May 2020 by experience management software provider Qualtrics’ XM Institute described themselves as very likely to make more purchases from companies across all industries that provided “very good” CX.

Here’s what’s in the full report


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13expert perspectives

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Table of Contents

  1. Executive Summary
  2. The CX Imperative
  3. The 4 Impediments to CX Excellence
  1. Measuring the Value of CX
  2. Key Takeaways
  3. Insider Intelligence Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

Bohb Blair
Starcom Worldwide
Global Chief Experience Officer
Interviewed January 26, 2021
Heidi Bullock
Interviewed December 15, 2020
Craig Dempster
Global CEO
Interviewed January 8, 2021
Thomas Ellett
Quinnipiac University
Chief Experience Officer
Interviewed January 26, 2021
Garth Fasano
Vice President, Consulting Services
Interviewed February 2, 2021
Brittany Hodak
Chief Experience Officer
Interviewed February 10, 2021
Sherine Kazim
Wunderman Thompson
Chief Experience Officer, North America
Interviewed January 26, 2021
Scott Lux
Alice & Olivia
Vice President, Customer Experience and Digital Commerce
Interviewed February 12, 2021
Sam Stern
New Balance
Senior Manager, Customer Experience
Interviewed February 12, 2021
Nneka Ude
Arc Worldwide
Vice President, Strategy
Interviewed February 16, 2021
Todd Unger
American Medical Association
Chief Experience Officer
Interviewed January 15, 2021
Ben Williams
Global Chief Experience Officer
Interviewed February 11, 2021
Suzanne Mehta
Cushman & Wakefield
Chief Experience Officer
Interviewed February 2, 2021

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Jeremy Goldman


Nicole Perrin
Principal Analyst
Jillian Ryan
Principal Analyst
Tracy Tang
Senior Researcher