Marketers Are Taking Greater Ownership Over CX Initiatives: Survey
Gartner discovered many CX responsibilities have shifted from IT, customer service and operation teams to marketing departments in the last two years.
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Until as recently as two years ago, customer experience, or CX, tended to fall under the purview of such diverse departments as IT, customer service, and operations but a new survey shows that that responsibility has made a clear shift into marketing departments. Research company Gartner looked at four specific areas of CX — voice of customer, defining customer personas, customer journey mapping and user experience — and discovered that marketers are now more likely to take ownership in all four areas. In addition, 74% told researchers they expect CX investments to rise either slightly or significantly this year. That increase is evidence that CX initiatives are paying off and delivering measurable value and that companies are better able to connect the dots between positive customer experiences and increased revenue. Have you considered how you can improve your customers’ experience?