Executive Briefings

Most 'Customer Experience' Officers Haven't Used Big Data to Improve Strategy, Survey Finds

At a time when businesses continue to expand their use of data, fifty-three percent of so-called customer experience executives do not use big data to improve strategy, according to a new survey by Consero Group.

Most 'Customer Experience' Officers Haven't Used Big Data to Improve Strategy, Survey Finds

Additionally, 58 percent of "Chief Customer Experience Officers" reported that they have not successfully linked their metrics to financial performance. When asked about specific programs, 60 percent of executives said they are dissatisfied with the level of insight they have been able to extract from their company's "Voice of the Customer" programs.

“To stay ahead of their competitors, organizations need metrics to monitor every touch point of the customer lifecycle—from research to post-purchase,” said Paul Mandell, founder and CEO of Consero. “Into the new year, senior customer experience executives must seize the opportunity to use data to measure and improve the efficacy of their strategy and department.”

Additional findings included:

Majority of Execs Lack Necessary Resources: Over two-thirds (68%) of chief customer experience officers reported that they did not have sufficient resources to manage their department effectively.

• Organizational Alignment Top Priority: Forty-three percent of respondents named organizational alignment with customer experience strategy the main challenge they face in their role.

• More Focus on Customer Retention Than Acquisition: Fifty-six percent of executives are focused on customer retention, compared to 38 percent who are focused on customer acquisition.

Source: Consero Group

Additionally, 58 percent of "Chief Customer Experience Officers" reported that they have not successfully linked their metrics to financial performance. When asked about specific programs, 60 percent of executives said they are dissatisfied with the level of insight they have been able to extract from their company's "Voice of the Customer" programs.

“To stay ahead of their competitors, organizations need metrics to monitor every touch point of the customer lifecycle—from research to post-purchase,” said Paul Mandell, founder and CEO of Consero. “Into the new year, senior customer experience executives must seize the opportunity to use data to measure and improve the efficacy of their strategy and department.”

Additional findings included:

Majority of Execs Lack Necessary Resources: Over two-thirds (68%) of chief customer experience officers reported that they did not have sufficient resources to manage their department effectively.

• Organizational Alignment Top Priority: Forty-three percent of respondents named organizational alignment with customer experience strategy the main challenge they face in their role.

• More Focus on Customer Retention Than Acquisition: Fifty-six percent of executives are focused on customer retention, compared to 38 percent who are focused on customer acquisition.

Source: Consero Group

Most 'Customer Experience' Officers Haven't Used Big Data to Improve Strategy, Survey Finds