- 76% of executives anticipate an increase in customer experience (CX) spending over the next 2-3 years.
- Significant 'opportunity gap' identified, with only 17% of organizations effectively optimizing CX despite 57% confidence in AI's potential.
- Regional CX optimization gaps are most pronounced in Asia-Pacific with a 43-point discrepancy.
Protiviti, a subsidiary of Robert Half (RHI, Financial), in collaboration with Oxford, has unveiled a global survey highlighting a notable 'opportunity gap' in the optimization of customer experience (CX). The survey revealed a stark contrast between executives' optimism about AI's role in enhancing CX and the actual effectiveness of its optimization in organizations. While 57% of executives are confident that AI can enhance CX, only 17% of organizations report effective CX optimization.
The survey gathered insights from over 250 board members and C-suite executives across 20 countries and more than 25 industries. Notably, the survey found significant regional variations in the 'opportunity gap': Asia-Pacific exhibits a 43-point gap, Europe a 35-point gap, while North America has a smaller yet significant gap in CX optimization.
Despite these challenges, a compelling 76% of executives are gearing up to boost CX spending within the next 2-3 years. Of these, 53% project these increases to be under 10%, while 23% anticipate a rise exceeding 11%. However, Omni-channel experiences and digital touchpoints remain key pain points, despite executives citing brand promise and personalization as strengths.
The study further underscores the critical importance of data management in CX strategy, with 71% of organizations effectively maintaining customer trust in data practices and 65% demonstrating transparency in data collection and usage. As global leaders recognize data management as the bedrock of successful CX innovation, they understand the need to manage data securely and transparently to build long-term trust and create strong, strategic CX value.
"This disconnect reveals a critical truth: confidence in CX strategy has yet to yield consistent, coordinated customer experiences," said Jennifer Friese, Global Leader at Protiviti Digital. "Closing this gap is critical, and organizations must shift from intention to execution, committing to sustained investment in overall CX capabilities."
