The Business Value of Operationalizing Customer Data

Between January and February 2020, Aberdeen surveyed 405 businesses from around the world and across companies of all sizes and industries regarding the key trends and objectives driving their customer experience (CX) programs. To gauge the impact of COVID-19, in May 2020, Aberdeen conducted another survey with 1,719 participants. When asked about the number one goal driving their CX programs, CX leaders participating in both studies cited improving customer retention rates as their top objective. The CX survey has revealed that 31% of organizations currently use a customer success management (CSM – see sidebar on next page) program to achieve their CX goals, including improving customer retention rates. 

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