2
The capabilities gap


Only 1 in 5 marketers
think they’re getting CX right.
44%
44% of marketers rate their CX capability as "OK" or worse in technology, experience design and processes space.
Please visit the COVID-19 response page for resources and advice on managing through the crisis today and beyond.
1
Net Promoter Scores (NPS)
36
High-street retailers
28
Banks
-7
Utility Companies
50+
Global benchmark
for excellence
2
Only 1 in 5 marketers
think they’re getting CX right.
44%
44% of marketers rate their CX capability as "OK" or worse in technology, experience design and processes space.
3
While nearly 3 in 4 marketers
identify CX as being crucial to their business.
17%
Only 17% of business respondents strongly agree that their 'entire organisation is united around overall customer experience goals'.
4
Only 1 in 2 marketers reveal they can access the data they need across company silos.
Siloed organisational structures are the 2nd biggest reason that companies are not capable of delivering excellent CX.
Data and marketing technology are on top of marketers’ list for investments aimed to improve the customer experience.
Only half of the marketers think they have the tech tools and the back-end systems to deliver excellent CX.
Legacy technology and infrastructure is seen as the most significant barrier to a better CX.
5
Only
46% marketers
believe they have the required
UX capabilities to succeed.
6
There is a distinct mismatch between customers’
needs and desires, and what’s being prioritised by those
responsible for the customer experience.
Providing locally relevant information
Answering online queries
Getting tasks done quickly
Online experience should reflect other interactions with the business
- Sanjiv Gossain
Senior Vice President, Head of Cognizant Digital Business Europe