Pointillist Webinar 2021 State Customer Journey Management CX Measurement Expert Panel

2021 State of Customer Journey Management
and CX Measurement: Expert Panel Deep Dive

Ian Golding Diane Magers
Dan Gingiss Steve Offsey
©2020 Pointillist, Inc. All rights reserved. Proprietary and Confidential.

Today’s Moderator
Steve Offsey
VP of Marketing, Pointillist
Steve leads the marketing team at Pointillist. Prior to Pointillist

he was a member of leadership teams at TandemSeven, AIR
Worldwide (sold to Verisk Analytics) and Verbind (sold to SAS
Institute). Steve speaks and writes about a variety of topics,
including customer experience, marketing analytics and agile
marketing. Steve earned an MBA and PhD from Cornell
@MarketBuildr University and a BS from MIT.
®
@PointillistView ©2021 Pointillist, Inc. All rights reserved. Proprietary and Confidential.
Our Expert Panelists
Ian Golding, CCXP

Founder & CEO, Customer Experience Consultancy LTD
A highly influential freelance CX consultant, Ian advises leading

companies on CX strategy, measurement, improvement and
employee advocacy techniques and solutions. Ian has worked in
50 countries around the world across multiple industries,
deploying CX tools and methodologies. An internationally
renowned speaker and blogger on the subject of CX, Ian was also
@ijgolding the first to become a CCXP (Certified Customer Experience
Professional) Authorised Resource & Training Provider.
®
Diane Magers, CCXP

Founder & Chief Experience Officer, Experience Catalysts
Diane specializes in enabling brands with skills and competencies

like design thinking, journey management and value mapping to
drive sustainable shifts in how organizations work to achieve
results. Diane is the Emeritus Chair and CEO for the Customer
Experience Professionals Association, speaks and conducts
workshops all over the world to help transform CX strategy into
@DianeMagers action. Over 25 years of transforming experiences working in and
with brands such as Sysco, AT&T, State Farm, Dale Carnegie,
CommScope, Invisalign, Ciena, Freeman, Sodexho, Equifax and
MoneyGram.
®
Dan Gingiss
Chief Experience Officer, The Experience Maker, LLC
Dan is an international keynote speaker and customer experience

coach. His 20-year professional career consistently focused on
delighting customers, spanning multiple disciplines including
customer experience, marketing, social media and customer
service. He held leadership positions at three Fortune 300
companies – McDonald’s, Discover and Humana. Dan is the
@dgingiss author of the book, Winning at Social Customer Care: How Top
Brands Create Engaging Experiences on Social Media, a host of the
Experience This! podcast and The Experience Maker Show, and a
regular contributor to Forbes.
®
About the Research
3rd Annual State of Customer Journey

Management & CX Measurement
• Global online survey conducted in April-

May 2021
• 1,150+ CX, analytics, marketing and

customer care professionals worldwide
across all industries
• Uncover key trends, insights and

benchmarks on how top organizations
manage, measure and improve customer DOWNLOAD THE REPORT
journeys and CX
®
Breakdown of CX Performance Levels
®
Journey Management Maturity Separates
CX Leaders from the Pack
1
Top Finding
®
High Performers are Aligned on a Journey-based Approach
®
@PointillistView
High Performers Take a More Mature Journey-based
Approach to Measure and Improve CX
Percentage of Respondents Using the Following Journey-based Methods
3.0x
more likely
2.2x
more likely
1.7x
more likely
1.6x
more likely
1.6x
more likely
1.3x
more likely
50.9%
47.7%
40.0%
36.9%
33.6%
29.1% 28.2%
24.8% 23.5%
21.2%
17.3%
8.2%
Underperformers High Performers

®
@PointillistView
High Performers are More Likely to Master Critical
CX Capabilities
®
@PointillistView
Journey Management Separates CX Leaders from the Pack
Panel Discussion
High Performers Vs Underperformers High Performers Vs Underperformers
2.2X 1.5-3X
more likely to be leveraging advanced
more likely to have a dedicated role or
team for customer journey management journey-based methods such as customer
journey management, journey analytics
and journey orchestration
High Performers Vs Underperformers High Performers Vs Underperformers
6-11X 3-6X
more likely to be effective at rapidly
more likely to effectively integrate generating customer insights, taking action on
data, analyze behavior and engage insights to make an impact, and quantifying
customers across channels the impact of CX on hard business metrics
®
Quantifying ROI Remains the Top CX Challenge
2
Top Finding
®
Quantifying CX ROI is #1 Challenge Three Years in a Row
®
An Inability to Quantify ROI Negatively Impacts CX Budgets
®
Top Performers Are More Effective at Quantifying CX ROI
and More Likely to Obtain a Budget Increase
®
@PointillistView
Quantifying ROI Remains the Top CX Challenge
Panel Discussion
High Performers Vs Underperformers
#1 2.0X
Quantifying the ROI of CX is the
top overall CX challenge for the more likely to have increased their
third consecutive year CX budget from 2020 to 2021
39% 41%
of CX teams say the top barrier to
of CX professionals agree that the
inability determine the ROI is the quantifying CX ROI is that CX metrics
#1 challenge for obtaining budget like NPS and CSAT are difficult to
translate into revenue and/or costs
®
Digital Transformation Succeeds by Focusing
on the Customer
3
Top Finding
®
Organizations are Prioritizing Digital Transformation
34%
of CX teams say increasing
digital self-service is a top
priority in the next 12 months
®
Top Performers Prioritize Digital Transformation and
Data-Driven, Journey-based Solutions for Investment
Top CX-Related Investment Priorities in the Next 12 Months by
Performance Level
29%
of high performers say
customer journey analytics is a
top CX investment priority in
the next 12 months
®
Legacy Technology Makes it Difficult to Meet
Consumers’ Expectations for Digital Experiences
®
Digital Transformation Succeeds by Focusing on the Customer
Panel Discussion
#2
Lack of effective digital self-help
#2 #2
Customer journey analytics is
Increasing digital self-service
channels or mechanism is the is the second top overall the second top investment
second top customer frustration investment priority in the priority for high performers in
that has the greatest negative next 12 months the next 12 months
impact on CX
#2 #5
Lacking the right tools or
Limitations of legacy tools and
technology is the second top technology to collect and/or
overall CX challenge analyze data is the number five
top CX measurement challenge
®
CX and Marketing Don’t See Eye to Eye
4
Top Finding
®
Marketers Rate Their Own Capabilities Higher
Than CX Teams Do
Very or extremely effective at analyzing
cross-channel customer behavior
Marketing CX
44% 32%
Very or extremely effective at taking
action on customer insights and
feedback to make a business impact
Marketing CX
55% 39%
®
@PointillistView
High Performers Align CX and Marketing on
Approaches, Goals and Initiatives
®
CX and Marketing Don’t See Eye to Eye
Panel Discussion
Marketers Say CX Pros Say High Performers vs
Underperformers
66% 48% 2.1X

CX and marketing teams are tightly
aligned on a customer-centric
approach and goals more likely
CX and marketing teams regularly

collaborate on initiatives to improve
69% 47% 2.1X
more likely
customer experience
Our marketing team prioritizes CX

metrics and initiatives, in addition to
acquisition and campaign
performance
66% 40% 2.7X
more likely
®
Organizations Still Struggle to Deliver Consistent
Omnichannel Experiences
5
Top Finding
®
®
Siloed Data is the Primary Barrier to Omnichannel
Success
High Performers vs
Underperformers
11.3X
more likely to be effective at
integrating data across all tools
and sources into a single, unified
view of customers’ journeys
®
@PointillistView
High Performers are More Effective at Connecting
Customer Behavior Data Across Channels
Percentage of Respondents Who Are Able to Track Customer Behaviors in The Following Channels
and Connect It With Customer Behavior From 3 or More Other Channels
29.1x
more likely
4.4x
more likely
6.7x
more likely
12.9x
more likely
3.0x
more likely
7.1x
more likely
5.6x
more likely
3.2x
more likely
30% 31%
29%
27% 27%
23% 22%
20%
10%
8%
5% 5%
3% 2% 5%
1%
Underperformers High Performers

®
High Performers Use Journey Orchestration to Optimize
Omnichannel Engagement
®
Organizations Still Struggle to Deliver Consistent Omnichannel Experiences
Panel Discussion
High Performers vs Underperformers
65%
of CX teams do not have
11.3X
cross-channel integrated into a single, more likely to be effective at integrating
unified view of the customer data across all tools and sources into a
single, unified view of customers’ journeys
High Performers vs Underperformers High Performers vs Underperformers
9X
more likely (on average) to track customer
3X
more likely to use journey orchestration
behavior and connect it with customer
to measure and optimize journeys
behavior across 3 or more other channels
®
Thank You!
®
Improve Customer Experience from

Data to Insights to Action
Pointillist customer journey analytics and
orchestration software connects the dots between
customer behavior and business outcomes, so you
can dramatically improve customer experience.
WAVE
REQUEST A DEMO LEADER 2018
Journey Visioning
Platforms
®

Pointillist Webinar 2021 State Customer Journey Management CX Measurement Expert Panel

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Pointillist Webinar 2021 State Customer Journey Management CX Measurement Expert Panel

Uploaded by

Copyright:

Available Formats

2021 State of Customer Journey Management

and CX Measurement: Expert Panel Deep Dive

Dan Gingiss Steve Offsey

©2020 Pointillist, Inc. All rights reserved. Proprietary and Confidential.

Steve leads the marketing team at Pointillist. Prior to Pointillist

Ian Golding, CCXP

A highly influential freelance CX consultant, Ian advises leading

Diane Magers, CCXP

Diane specializes in enabling brands with skills and competencies

Dan is an international keynote speaker and customer experience

3rd Annual State of Customer Journey

• Global online survey conducted in April-

• 1,150+ CX, analytics, marketing and

• Uncover key trends, insights and

Percentage of Respondents Using the Following Journey-based Methods

Underperformers High Performers

High Performers Vs Underperformers High Performers Vs Underperformers

66% 48% 2.1X

CX and marketing teams regularly

Our marketing team prioritizes CX

Underperformers High Performers

High Performers vs Underperformers High Performers vs Underperformers

Improve Customer Experience from

You might also like