Customer Experience Benchmarking: The State of Mind of CX Professionals


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Being a professional in the ever-changing and ever-challenging customer experience field can be isolating. While the trend of having chief customer officers, customer advocacy panels and improving customer experiences is certainly on the upswing, it’s not uncommon to be the only one with customer experience in your title.

I was very intrigued to learn about how a recent survey of more than 130 customer experience professionals aimed to showcase current trends in job titles, customer experience cultures and reporting. The 2014 Customer Experience Benchmarking Study conducted by the Next Generation Customer Experience team from WBR Research does just that. And the results are interesting, to say the least.

A few trends that emerged for me after reading the report:

1. Customer experience professionals are still rookies.

customer experience benchmarkingWhen it comes to having tenure within organizations, customer experience pros don’t have much. Only 10% of the respondents said they had been in their role for more than eight years.

2. Money don’t come easy.

customer experience benchmarkingMore than half of the customer experience professionals who responded said gaining internal approval for resources and funding for a new customer experience initiative is either slightly difficult or very difficult. The budgets are not reflecting the desire to provide a superior customer experience! It’s not surprising, then, to see these leaders also ranked “lack of strategy, budget and internal resources” as the greatest obstacle to implementing a customer experience strategy.

3. Social media and multi-channel strategies are growing concerns, but in-store experience ranks supreme.

customer experience benchmarkingMore than 97% of respondents said social media is either a greater priority or the same as its been. And 64% also claim to have a multi-channel strategy in place. But when asked to prioritize, in-store experience earns most of the budget priority. Interesting paradox, in my opinion.

4. Listening alone isn’t enough.

customer experience benchmarkingMore than 20% of the respondents describe their approach to online customer comments as “listening alone” or “still determining approach.” I personally think that’s a high number for 2014, but it shows how many companies are still trying to figure out their approach. If you are a company like that, you’re not alone!

5. Customer experience is evolving quickly.

The way this survey touched on subjects such as mobile support strategies and measured success for customer experience initiatives goes to show how quickly things are changing. Customer experience as a discipline is stretching and defining itself every day. Buckle up!

customer experience benchmarking

Join us March 18-20 in San Diego

Ready to see how you stack up against your colleagues and competitors? Check out the report, which is free to download, here. This report is a preview of some of the topics discussed at the upcoming Next Generation Customer Experience conference this March in San Diego. I’ll be speaking there along with customer experience professionals from Dell, John Deere, Barneys and more! I would love to have you join us. (I mean it’s San Diego!)

25% Discount

Just for reading this blog you have earned a 25% discount on the registration fee. So hop to it and register with this link or use the code NGCE14GLOBALCX over at their site. And if you do register, let me know and we can bask in the sun together. (It’s been really cold in Chicago. Can you tell?)

Republished with author's permission from original post.

Jeannie Walters, CCXP
Jeannie Walters is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a globally recognized speaker, a LinkedIn Learning and instructor, and a Tedx speaker. She’s a very active writer and blogger, contributing to leading publications from Forbes to Pearson college textbooks. Her mission is “To Create Fewer Ruined Days for Customers.”


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