A new research study conducted by Econsultancy and Adobe has found that the customer experience is among the main strategic priorities for companies in 2015. Of the business owners and marketing professionals taking part in this study, 54% were from the US, 23% from the UK and only 21% from the rest of Europe. A couple interesting points:
- Within small/medium businesses 90% believe that customer experience is what defines their brand.
- 44% see customer experience as a medium-long term strategy for differentiation vs. the competition.
- Giving customers a personalized, relevant and easy experience is key according to 33% of respondents.
I completely agree. And I also wonder… would these results have been the same had the study been conducted solely in Spain? For example, the term CEO (Chief Executive Officer) is understood without a doubt here, but what about the other CEO (Chief Experience Officer)? What do you think?
Research information:
https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2015-digital-trends/ http://www.puromarketing.com/13/23932/experiencia-cliente-posiciona-entre-principales-prioridades-estrategicas-empresas.html
Spanishized: Insights from an American in Spain 
But this is Spain. Are companies aware that their income comes from customers? I think we need to clarify this first…
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Sorry, didn’t sign…
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Right. The concept of ROI from Customer Experience is still not, in my opinion, really understood. I’m convinced that like everything else that is imported, that it will be understood and used as a competitive advantage in the future. But when it will actually get to that point is a good question.
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