Organizations are increasing their investments in technologies that can boost customer experience (CX). However, achieving a payoff from these technology investments — in terms of both customer experience and financial returns — remains a work in progress. MIT SMR Connections, with sponsorship from SAS, conducted a global study across several industries and geographies to identify today’s top CX trends and best practices.
We surveyed 2,670 managers; of these, more than 20% report that their organization plans to boost customer experience-related investments between 50% and 100% over the next two years. Only 5% plan no increase over the same time period.
Overall, businesses around the world are bullish about the return on their investments: 72% of all respondents say that they expect that the resources their organizations put into CX technology will yield large or moderate positive returns within two years. Even so, only 15% of respondents currently report that their organizations are significantly or dramatically outperforming the competition on CX quality and return on investment (ROI). These CX Champions, as we are calling them, have a distinct set of characteristics that offer useful lessons for other organizations as they invest in CX-related technologies.
CX Champions are found in enterprises of all sizes and in many regions. The secret superpower of these Champion organizations is the combination of governance, strategy, and technology savvy that they bring to the table. Specifically, the survey found that:

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