American businesses pay more attention to CX than European organisations: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 21, 2021, 4:33 PM UTC

A Forrester study found while business leaders in the US and APAC are investing in customer experiences, European brands are lagging.

Around 44% of business leaders in APAC and 38% of US businesses reported improving customer experience is a high or critical business priority. In contrast, only 29% of European leaders consider improving CX essential to the business. But, European organisations that prioritise CX improvement – prioritise improving digital experiences.

Conversely, European organisations grasp multichannel complexity more than their global peers. Around 27% of European leaders prioritise improving omnichannel or cross-channel customer experiences compared to only 17% in the United States. Additionally, Europeans – particularly southern Europeans – place a higher value on face-to-face experiences than UK or US consumers.

The article contends that European leaders must prioritise CX improvement. Globally, 49% of those businesses for whom CX is lower down the priority chain - reported growth in 2020 and only 22% reported double-digital growth. In contrast, 67% of organisations globally that say improving CX is a high or critical business priority reported growth last year, and 38% reported double-digit growth, with one in ten reporting 20% or higher gain.

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