2018 Customer Experience Report Finds CX Goes Mainstream

Organizations are in the midst of a sea change in CX that spans all industries, roles and company sizes. Understanding every customer touchpoint, reaction and expectation has transitioned from being a cutting-edge advantage to a necessary part of every business decision. “Improving CX improves profitability: the revenue growth of CX leaders is 5.1 times that of laggards.” (Forrester)

In its fifth annual CX Industry Report, UserTesting, the leading on-demand human insights platform, asked nearly 4,000 professionals in product, marketing, design and research across industries how their organizations approach CX and conduct CX research. The study reveals the following: key CX issues for marketing teams; artificial intelligence is most likely to impact CX; too much emphasis on quantitative data; CX has grown far beyond usability (top driver for CX research is “understanding customers and their needs”); and many other valuable findings for retailers.

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