customerthink CX report


CustomerThink Report

Best Practices to Prove the Business Value of Customer Experience

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Research Methodology and Limitations

Qualitative research was conducted via phone and email from March to May, 2020. Quantitative data for this research was collected in May and June, 2020, with 194 survey responses received from the 40,000 registered members of the online community.

While is a large and diverse worldwide community, members join because of their interest in customer-centric business strategy. Hence, findings may not be representative of the general business market. CustomerThink believes these findings are most applicable to developed regions of the world.


Survey responses came mainly from senior management (35%) and CX roles (25%), with the balance distributed among marketing, sales, customer service, customer success, and IT. Respondents came a roughly even mix of small, medium, and large businesses; 75% of which were located in North America or EMEA. Respondents represented a mix of B2B and B2C enterprises, with about six out of 10 employed by firms in financial services, telecom, technology, retail, healthcare, and manufacturing.

About the Author

Bob Thompson is an international authority on customer-centric business management. He is the founder and CEO of CustomerThink Corporation, an independent research and publishing firm, and founder and editor-in-chief of, the world’s largest online community dedicated to customer-centric business strategy.

An author, keynote speaker, and global expert on business management trends, Thompson has been a thought leader in customer-centricity since 1998, highlighted with his 2014 book Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies. Thompson is also the author of numerous CX research reports including “Customer Experience at a Crossroads: What Drives CX Success?”. He earned a B.S in Mathematics and an MBA at the University of California, Irvine.

Sponsor Acknowledgement

CustomerThink appreciates financial support for this research from Comm100, Cyara, and GetFeedback. Sponsors received marketing benefits but did not direct or influence the research design, or conclusions.

About the Report Sponsor

Comm100 is a global provider of digital omnichannel customer engagement solutions that help brands orchestrate their unique blend of human agent, bot, and self-serve interactions. We empower genuine and personalized engagement on live chat, email, social media, and SMS through a single, unified console, enhanced with AI-powered chatbots and fully integrated knowledge bases. From front-line marketing and sales to service and support, Comm100 helps brands to exceed customer expectation through efficient and personalized engagements that close the gap between question and answer. Over 6,500 organizations worldwide use Comm100 including Rackspace, Stanford University and Canadian Blood Services. Learn more at

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