Report: The State of Customer Experience Management, 2013

StateOfCX2013_COVERWe just published a Temkin Group report, The State of CX Management, 2013. The research shows where large companies are along their customer experience journeys. Here’s the executive summary:

We surveyed more than 200 large companies and found an abundance of Customer Experience (CX) ambition and activity. Most companies have a CX executive leading the charge, significant CX activities being coordinated by a central team, and a staff of six to 10 full-time CX professionals. Using Temkin Group’s CX competency assessment, we found that only six percent of companies have reached the highest two levels of customer experience maturity as firms struggle the most to master Employee Engagement and Compelling Brand Values. When compared with CX Laggards, CX Leaders have stronger financial results, more CX ambition, more CX leadership, and they are more successful with their employee engagement efforts. Executives in companies with stronger CX competencies also focus more on delighting customers and less on cutting costs.

Download report for $195

Here are some of the findings from the research:

  • While only eight percent of companies believe that they are leading their industries in CX today, 62% have goals to be the best within three years
  • Sixty-one percent of respondents have a senior executive in charge of the company’s overall CX efforts and 71%  have a centralized CX group
  • The median firm in our study has six to 10 full time CX employees
  • Seven out of ten respondents identified “other competing priorities” as a significant obstacle to their CX efforts
  • Only six percent of the companies that completed our CX Competency and Maturity Assessment have made it to the top two levels of maturity, Align and Embed
  • We compared companies with leading CX efforts with other firms and found that they have better financial performance, more centralized CX activities, better employee engagement, stronger employee engagement, and more management attention to corporate culture


Download report for $195

The bottom line: Most companies remain in the early stages of CX maturity

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:

3 thoughts on “Report: The State of Customer Experience Management, 2013”

  1. Customer experience is a key indicator of business success (or lack thereof) today. Customers have the power, and they know it. There are so many outlets today, specifically online, that customers can’t share their experiences. Therefore it’s necessary to do everything possible to keep them happy.

  2. Thank you Bruce. Customer Engagement cannot happen without Employee Engagement in most organizations yet many organizations struggle in getting the latter to improve. In many companies I’ve worked managers don’t take the time for the most basic rule in Employee Engagement. That is, explaining your team what the GOAL is and how THEY CONTRIBUTE to its achievement. As a result, lack of engagement and lack of customer engagement.

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