客户体验领导者的不同之处(英）-40份

1imperativesPART I IWhat CX leaders do differentlyWINNING IN TODAY’S EXPERIENCE ECONOMY2A Note from Pete Stein Welcome to the second installment of our 2024 Customer Experience Imperatives, in which we look at business leaders’ priorities and behaviors through the lens of consumer expectations. Earlier this year, we examined consumer attitudes and perceptions of today’s brand experiences. This report, which you can read or revisit here, provides clear insight into consumers’ baseline expectations, how they prefer to interact with brands across different touchpoints, and their openness or reluctance to embrace emerging technology. In these pages, we explore the characteristics that set “CX Leaders” apart from the rest of the pack. I hope you can recognize yourself in some of these descriptions. If not, be assured that small tweaks to your strategy and internal alignment will put you on the path to Leader status. I wish you much success on your journey.Sincerely, Pete Stein Global President, Merkle3introductionWhat constitutes a leading customer experience (CX) practice? What does a CX Leader look like? It’s one thing to say you’re a customer-obsessed company, but it’s another to put customer obsession into practice. In late 2023, Merkle conducted a survey of 2,100 consumers across 18 countries to better understand consumer sentiment and attitudes regarding brand experiences, purchase behaviors and loyalty, and emerging technologies such as AI. We summarized key insights from this survey in the first installment of this year’s CX Imperatives, “Engagement to Empowerment: Winning in Today’s Experience Economy.”4Consumer StudyTotal N=2,100Individuals who had a qualifying consumer interaction with one or more brand categories in the past 3 months.Surveys administered in 6 languages.GenderMaleFemaleAgeCX Category Interacted Within Past 3 MonthsHousehold Income8%19%20%14%15%18 to 24 years25 to 34 years35 to 44 years45 to 54 years55 to 64 years65 years or older24%NAM: 33%EUR: 33%APAC: 33%Country46%RetailerRestaurant or food serviceHealthcare providerFinancial servicesPackaged goodsClothing or textileTechnology or telecomsTravel or transportationHospitalityInsurance providerEntertainmentElectronics or technologyHousehold goodsMedia brandNonprofit organizationVehicle manufacturerSoftware companyOutdoor equipment73%64%60%55%48%44%44%43%37%34%33%33%31%31%26%21%21%15%3%5%11%11%17%15%13%19%$200,000 and above$50,000 – $74,999$150,000 – $199,999$35,000 – $49,999$100,000 – $149,000$25,000 – $34,999$75,000 – $99,999Less than $25,00054%5Alongside the consumer study, we surveyed 820 business leaders across the globe to gain insights into the characteristics of organizations that excel at meeting consumer expectations versus those that aren’t quite there. This survey revealed five stages of CX maturity, based on business leaders’ assessments of their organizations’ commitment to customer centricity, adoption of AI, and customer retention metrics. Behavioral questions