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Customer Experience 2021

The Importance of Delivering Best-in-Class Experiences

About This Report
For years, delivering strong customer experience (CX) has been critical to an organization’s success—yet it’s still difficult to deliver on. Here’s how marketers need to think about CX success in 2021.
Table of Contents

Executive Summary

After a turbulent year, customers’ expectations around experience have changed. While many organizations are making progress, more are struggling to consistently deliver the best possible customer experience (CX).

How sophisticated are CX practices?

There is a wide range of sophistication. Some companies have a unified view of the customer, seamless integration between all departments, and a clear understanding of the ROI of their CX initiatives. For many others, the above scenario is still years away.

Why is it so difficult to deliver a best-in-class CX?

Many organizations are oriented around the channel versus the needs of the customer. Others have challenges unifying all their data or restructuring their company to deliver a better experience to end users.

What key performance indicators (KPIs) are commonly used to measure CX?

Customer satisfaction (CSAT) and net promoter score (NPS) are two of the most popular measures, but there are many other popular KPIs that largely depend on an organization’s CX objectives.

WHAT’S IN THIS REPORT? This report explores the challenges and opportunities that marketers encounter when focusing on CX and how to make those calculations to garner continued investment.

KEY STAT: Nearly all (94%) US consumers ages 18 and older surveyed in May 2020 by experience management software provider Qualtrics’ XM Institute described themselves as very likely to make more purchases from companies across all industries that provided “very good” CX.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

13expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. The CX Imperative
    3. The 4 Impediments to CX Excellence
    1. Measuring the Value of CX
    2. Key Takeaways
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Interviewed for This Report

    Bohb Blair
    Starcom Worldwide
    Global Chief Experience Officer
    Interviewed January 26, 2021
    Heidi Bullock
    Interviewed December 15, 2020
    Craig Dempster
    Global CEO
    Interviewed January 8, 2021
    Thomas Ellett
    Quinnipiac University
    Chief Experience Officer
    Interviewed January 26, 2021
    Garth Fasano
    Vice President, Consulting Services
    Interviewed February 2, 2021
    Brittany Hodak
    Chief Experience Officer
    Interviewed February 10, 2021
    Sherine Kazim
    Wunderman Thompson
    Chief Experience Officer, North America
    Interviewed January 26, 2021
    Scott Lux
    Alice & Olivia
    Vice President, Customer Experience and Digital Commerce
    Interviewed February 12, 2021
    Sam Stern
    New Balance
    Senior Manager, Customer Experience
    Interviewed February 12, 2021
    Nneka Ude
    Arc Worldwide
    Vice President, Strategy
    Interviewed February 16, 2021
    Todd Unger
    American Medical Association
    Chief Experience Officer
    Interviewed January 15, 2021
    Ben Williams
    Global Chief Experience Officer
    Interviewed February 11, 2021
    Suzanne Mehta
    Cushman & Wakefield
    Chief Experience Officer
    Interviewed February 2, 2021


    Jeremy Goldman


    Nicole Perrin
    Principal Analyst
    Jillian Ryan
    Principal Analyst
    Tracy Tang
    Senior Researcher
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