Customer Experience 2020

Advancing Core Marketing Practices and Case Studies of Success

About This Report
Most companies prioritize customer experience efforts, but few have mastered them. This report looks at ongoing customer experience challenges and highlights success with select elements.

Executive Summary

Companies have made great strides in aligning their organizations around customer experience efforts, but progress is still needed.

How advanced are companies’ customer experience efforts today?

Many are still in the early-to-mid stages of creating a culture and strategy that centers on the customer. Few companies consider themselves masters of the customer experience, and for good reason.

Why is it so hard for companies to deliver a solid customer experience?

Many things that are central to building a successful customer experience—such as having a single customer view, an omnichannel view and a more real-time understanding of one’s audience—are still difficult to execute. The same organizational silos, data silos and technology challenges that have plagued marketers since the beginning still hold. And privacy regulation creates new challenges.

What can companies address now to improve the customer experience?

There are incremental gains companies can make by understanding their value proposition, identifying their top customer channels and even prioritizing email.

WHAT’S IN THIS REPORT? This report explores the challenges and opportunities that marketers face when focusing on the customer experience and shares success stories for making select pieces of the customer experience work.

KEY STAT: A cohesive customer experience matters, or so consumers say. Last year, 72% of internet users worldwide said a disconnected experience would make them change service providers or brands, according to MuleSoft and Opinium Research.

Here’s what’s in the full report


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Reliable data in simple displays for presentations and quick decision making.

14expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. The Current State of the Customer Experience
  3. Customer Experience Success Stories
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Kipp Bodnar
Interviewed January 24, 2020
Devon DeBlasio
Product Marketing Director
Interviewed January 16, 2020
Lily De los Rios
Head of Customer Experience
Interviewed January 24, 2020
Mark Deveney
Vice President, Customer Marketing, Diageo North America
Interviewed January 14, 2020
Andrew Heltzel
Xanterra Travel Collection
Corporate Director of Marketing and CRM
Interviewed January 14, 2020
Leah Kim
Interviewed January 9, 2020
Kory Marchisotto
e.l.f. Cosmetics
Interviewed January 3, 2020
Amanda Martin
Goodway Group
Vice President, Enterprise Partnerships
Interviewed January 24, 2020
Calley Means
Co-Founder, President
Interviewed January 17, 2020
Anne Miller
Xanterra Travel Collection
Senior CRM Data Analyst
Interviewed January 14, 2020
Kate Richling
Interviewed January 9, 2020
Julie Roehm
Party City
Chief Experience Officer
Interviewed January 16, 2020
Tammy Snow
Expedia Group
Senior Director, User Research
Interviewed January 17, 2020
Alicia Tillman
Interviewed January 8, 2020

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Lauren Fisher


Blake Droesch
Junior Analyst
Nicole Perrin
Principal Analyst
Jillian Ryan
Principal Analyst
Tracy Tang
Senior Researcher

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