Customer experience is a rapidly evolving craft, and enterprises are scrambling to adapt and become more customer-centric. Last year, Oracle surveyed 1,500 CX professionals in 20 different countries to measure global attitudes toward customer experience (ranging from excitement to anxiety), and compare rates of automation abilities and technology adoption across departments.
See below for a snapshot of what was uncovered and what 2020 and beyond may bring – or at least how prepared CX professionals feel about the future.
For more insights, download the full Global Customer Experience Insights Report.
What does the future hold?
- 40% of professionals surveyed are happy with both their current CX capabilities and plans for the future.
- 77% of marketers surveyed use data to predict customer behavior.
- 34% of professionals see weaknesses in their current customer experience and plans for the future.
Marketing is the CX ringleader
- 71% of marketers surveyed are experimenting with new CX tech, vs. only 56% of sales and 53% of service professionals.
- 77% of marketing leaders agree or strongly agree that they use automation to improve CX.
- Marketers are also 11% more likely than sales and service professionals to use automation for CX.
The view is different from the top
- 97% of SVP+ respondents agree they have access to enough data on past customer interactions to improve CX. Only 69% of individual contributors said the same.
- 82% of SVP+ respondents believe they can adopt experiences to fit unique buyer’s journeys. Only 63% of individual contributors said the same.
- 85% of SVP+ respondents agree that their organization prioritizes CX as a primary initiative. Only 68% of individual contributors said the same.
Taming the lions of CX
- 60% of marketers surveyed are concerned that their customer experience puts them at a competitive disadvantage.
- 46% of marketers are concerned that they don’t have the CX tools they need for the future.
- 72% of marketers are concerned they don’t have the right skills to compete.