Pointillist：2021年客户旅程管理和顾客体验测量现状（英文版）（36页）.pdf

1、1State of Customer Journey Management & CX Measurement2021 Pointillist. All rights reserved.2State of Customer Journey Management & CX Measurement2021 Pointillist. All rights reserved.About This ReportCustomer experience is more important than ever in 2021. But what makes some organizations more eff

2、ective at managing customer journeys, measuring outcomes and improving experiences than others? Pointillist surveyed over 1,150 CX, marketing, analytics and customer care professionals from various industries across the world to discover what separates leaders from laggards. In this report, well exp

3、lore key findings and insights regarding: Primary CX management and measurement challenges Effective approaches to measure and improve CX Benchmarks for customer journey management maturity Top CX investment priorities Important KPIs and metrics Key capabilities and strategies that separate top perf

4、ormers from their peers2State of Customer Journey Management & CX Measurement3State of Customer Journey Management & CX Measurement2021 Pointillist. All rights reserved. ContentsExecutive Summary . 4 Introducton: Breakdown of CX Performance Levels . 5 01 | Journey Management Maturity Separates CX Le

5、aders from the Pack . 6 02 | Quantifying ROI Remains the Top CX Challenge . 11 03 | Digital Transformation Succeeds by Focusing on the Customer. 15 04 | CX and Marketing Dont See Eye to Eye . 19 05 | Organizations Still Struggle to Deliver Consistent Omnichannel Experiences . 22 Appendix . 25Survey

6、Demographics & Firmographics . 333State of Customer Journey Management & CX Measurement2021 Pointillist. All rights reserved. 4State of Customer Journey Management & CX Measurement2021 Pointillist. All rights reserved.Executive SummaryThe past year saw dramatic shifts in customer needs and behavior.