On the threshold of augmented customer experiences

Since the pandemic, digital disruptors have thrived and there’s been a revolution in CX operating models. C-level responsibility for customer experience (CX) has doubled in the last year. There’s been a transformational shift in organizational and customer behaviours, and a substantial improvement in automation. Our findings show that industry leaders and disruptors have made significant strides towards augmenting their CX capabilities, focusing on the all-important human factor and implementing technologies that enable greater agility and growth.

2021 Global Customer Experience Benchmarking Report

Close up on an eye looking away

Top 3 improvements consumers say organizations should build on


While CX is considered a differentiator by 90.9% of organizations, it is viewed as a primary differentiator by:

Enabling a global cloud-connected CX center for Henkel

'Our CX team can, as the internal service provider of contact center services, deliver any requirements within weeks rather than months, thanks to our newly consolidated global service platform.’

Read the case study here

Marek Klampár, Senior Consultant — Customer Experience, Henkel

2021 Global Customer Experience Benchmarking Report graph

Figure 1: VoC feedback on CX approaches
To what extent do you agree or disagree with each of the following statements? n=1,402
2021 Global Customer Experience Benchmarking Report chart

Figure 2: Organizational view of CX as a primary differentiator
To what extent do you agree or disagree that CX is a primary differentiator for your organization? n=1,359


Augment the human touch 

The number one factor discouraging consumers from using digital contact channels is simply that they’d ‘rather speak to a human’. To get promoter scores up, automation that supports the human is key.

RPA is passé, giving way to hyperautomation that brings together AI, machine learning, virtual agents and RPA in one package that ushers in the true value proposition of automation to CX.


Enhance CX through EX

While most organizations agree that human-led support remains a critical CX channel option, only half are investing in tools to support CX agents.

2021 Global CX Benchmarking Report Figure 5: Outcomes of evolving CX strategy
In the last 12 months, which, if any, of the following can your organization evidence as outcomes from your evolving CX strategy? n=1,359

From intelligence to execution

Customer choice, hyperautomation and a hybrid workforce form the new foundation for growth

We’re now starting to embark on a human-centered and augmented customer experience strategy, where customers have greater choice and control, and organizations that really listen to and respect their choices are rewarded with increased spend and share of wallet.

Find out how you can lead from the new CX baseline by downloading our 2021 Global Customer Experience Benchmark Report below. This year's Report includes research from global organizations as well as global consumers, and commentary from our regional CX experts.


Get your copy of the 2021 Global Customer Experience Benchmarking Report

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