Study by MIT and SAS: What makes "CX Champions"?
Customer interaction like before the pandemic? Marketers know that it doesn't work like that anymore. What is needed for an effective customer approach are modern marketing technologies. But not all companies are tapping into their full potential.
"Customer experience (CX) champions make the most of marketing technology. The decisive factor for their significantly better results is that they regard CX as a company-wide task and clearly define cross-departmental workflows for it. They also make extensive use of analytics and artificial intelligence (AI). This is shown by a global survey, conducted by MIT Sloan Management Review Connections with support from AI and analytics expert SAS.
Findings: Only 15 percent of the survey participants qualified as "CX champions. The IT/telecommunications sector leads the way with 36 percent. These pioneers are characterized by the fact that they combine expertise in governance, strategy and technology. And in their own estimation, they are far superior to their competitors in terms of customer experience and return on investment (RoI).
In a further evaluation, SAS has now compiled how companies in the EMEA region in particular see themselves positioned in terms of CX.
The results of this were presented on September 22 as part of a Panel discussion presented live.
Author: Andreas Heiz, Director of Customer Intelligence Solutions, EMEA, at SAS.
