Report | The CX Dividend: Why CEOs Must Own It

The Forrester’s CX Index has revealed the companies with the top-performing CX outgrew those at the bottom of the index by more than five to one.

It’s no surprise, then, that CX is a critical issue on the boardroom agenda.

And yet in 2017, UK brands saw their lowest CX performance to date.  Only 8% of UK brands reported an increase in their CX score in 2017 (KPMG, 2017).  Indeed, UK companies are only now reaching the CX performance level their US counterparts surpassed in 2012.

So it seems, as much as we talk about giving good customer experience, many CEOs and their leadership teams may have taken their eye off the ball.

In an attempt to identify the role of leadership in driving CX, we asked: are the CEO and the leadership team the most important players when it comes to customer experience?  What strategy is most effective to align employees, culture and technology in order to optimise the customer experience?  What are the roles that people, process and technology play in delivering a seamless and fluid experience?  And how do you coordinate them?

Inside you’ll find:

  • Why innovation and digitalisation aren’t always the most important factors in good CX
  • Why the employee experience is a critical component of CX
  • The importance of emotional resonance

All quotes and ideas have been anonymised, as per club rules, so please feel free to share the report with colleagues, or on LinkedIn if you’d like.