Customer Experience at a Crossroads: What Drives CX Success?

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Research Methodology and Limitations

Quantitative data for this research was collected in November 2018. Qualitative research was conducted via phone, email, and focus group interviews throughout 2018. The majority of the 217 survey respondents were drawn from the 40,000 registered members of the online community. Research Council members also invited their contacts, and the CXPA promoted the survey to its membership. Respondents were offered a free copy of the research report as an incentive.

Conclusions from this study reflect the sample used. While is a large and diverse worldwide community, members join because of their interest in running a customer-centric business. Hence, findings may not be representative of the general business market.

CustomerThink believes these findings are most applicable to developed regions of the world with competitive marketplaces. Large enterprises in the US and Canada represented the largest segment. The segments compared in this report (Starting, Developing, Winning) are based on the respondents’ self-evaluation of their company’s CX initiative, which has not been independently verified.

Differences in the implementation of CX practices between segments are significant to the 95% confidence level. However, like all forms of correlation analysis, it does not necessarily mean that any individual practice or collection of practices are literally the cause of CX success.


CX team leaders and members represented the bulk of responses in this study.

CX Role
Org Role

Nearly 90% of respondents worked at companies with at least 100 employees, with more than 80% from North America and EMEA.

Location (HQ)
Company Size

Respondents represented a mix of B2B and B2C enterprises, with about six out of 10 working in financial services, telecom, technology, retail, healthcare, and manufacturing.

B2B vs. B2C

About the Author

Bob Thompson is an international authority on customer-centric business management. He is 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 helping business leaders develop and implement customer-centric business strategies.

An author, keynote speaker and global expert on business management trends, he has been a thought leader in customer-centricity since 1998. His 2014 book Hooked On Customers: The Five Habits of Legendary CustomerCentric Companies revealed the best practices of leading customer-centric firms. Thompson is also co-author of The Blueprint to CRM Success and author of groundbreaking reports “Customer Experience Management: A Winning Business Strategy for a Flat World” (2006) and “Leadership Practices for Customer-Centric Business
Management” (2015). He earned a B.S in Mathematics and an MBA at University of California, Irvine.


CustomerThink is grateful for the generous support of the Research Council, a multi-disciplinary group of industry experts who helped with research design and interpretation.

  • Dave Fish, CuriousityCX (CX)
  • Amanda Forshew, Customer Alignment (CX)
  • Ian Golding, Customer Experience Consultancy Ltd (CX)
  • Bob Hayes, Business Over Broadway (VoC Analytics)
  • Lynn Hunsaker, ClearAction Continuum (CX)
  • Gautam Mahajan, Customer Value Foundation (Customer Value)
  • Nancy Porte, CCXP, Verint (CX)
  • Bill Price, Driva Solutions (Contact Center Analytics)
  • Ernan Roman, ERDM (VoC Marketing)
  • Chris Ryan, Fusion Marketing Partners (B2B Marketing)
  • Krista Sheridan, TELUS (Employee Engagement)
  • Barry Trailer, SalesMastery (B2B Sales)
  • Jeremy Watkin, FCR (Customer Service)
  • Thomas Wieberneit, aheadCRM Ltd (Customer Engagement)

CustomerThink also greatly appreciates the financial support for this important research from Comm100, Gongos, and Verint. Sponsors received marketing benefits (webinar appearance and/or license to distribute final report) but did not direct or influence the research goals, design, or conclusions.

About the Report Sponsor

Comm100 is an award-winning global provider of digital customer experience solutions powered by clever automation, AI and a friendly interface that’s fast, easy and simple for both visitors and agents. Comm100 helps organizations like AXA, Leviton, Advance Auto Parts, Stanford University and Veridian Credit Union exceed their customers’ expectations through more meaningful engagements. With headquarters in Vancouver, Canada, and over 10,000 customers worldwide, we help make customer conversations count. Learn more at

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