Data Snapshot: Customer Experience Expectations and Plans for 2012

We just published a new Temkin Group Data Snapshot: Customer Experience Expectations and Plans For 2012 that highlights the customer experience plans that large companies have for 2012. Here’s the description of the research:

In November and December of 2011, Temkin Group surveyed 210 respondents from companies with $500 million or more in annual revenues about their customer experience results in 2011 and their plans for 2012 and beyond. The results from that survey are compared with results to a similar survey we completed in the same timeframe in 2010. The results highlight a continued strong ambition and commitment to customer experience and an increase in customer experience management activities in 2012.

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The data snapshot has 14 graphics. Here’s figure 3 which deals with the importance of CX and overall CX spending expectations, showing that 46% of companies plan to increase spending on CX in 2012 compared with only 8% that expect to decrease spending:

Here are some of the highlights from the research:

  • Nearly half of companies want to deliver the best CX in their industry within three years.
  • Ninety percent of companies report positive impact from their CX efforts in 2011.
  • Seventy percent of companies expect significant or moderate impact from their CX efforts in 2012.
  • Sixty-three percent of companies have five or more employees in their centralized CX organization, and 18% expect to add three or more people in 2012.
  • Text analytics is the area with the most spending momentum in 2012, while market research has the least momentum.
  • Resources and skills are lacking more than executive commitment.
  • The CX efforts with the lowest ratings are CX dashboards and mapping the customer journey.
  • Fifty-seven percent of companies rate their company as good or excellent with delivering phone agent experiences; less than one-quarter rate themselves that highly for cross-channel experiences.
  • Customer insight & analytics along with customer-centric culture are high up in respondents’ CX plans for 2012.
  • Improving web and mobile experiences are high up in respondents’ CX plans for 2012.
  • The two areas that are expected to have the most impact on CX over the next three years: Use of customer feedback and building a customer-centric culture.

Download report for $195

The bottom line: 2012 looks like another active year for CX management

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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