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Survey Says: CEOs Should Take the Reins on CX Initiatives

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Survey Says: CEOs Should Take the Reins on CX Initiatives

June 23, 2015
By Paula Bernier
Executive Editor, TMC

Genesys (News - Alert) has enlisted The Economist to do a study on CX Executive Engagement, for which the results will be revealed today.

Rick Brown, senior vice president of Americas sales and field operations at Genesys, with whom TMCnet met last week at Call Center week in Las Vegas, says these are among the key takeaways of that effort:

• It’s important that businesses and their executives make CX a priority. That’s because companies that prioritize investment in CX believe they experience greater revenue growth and increased profitability.

• It’s best for CEOs to be in charge in such initiatives. That’s because companies where the CEO is in charge of CX initiatives are more likely to believe in them and are more likely to be profitable.

• Businesses need to be vigilant and find the evidence of the impact of their CX efforts. They should measure the success io CX initiatives to make an investment in new CX strategies more compelling.

• Businesses also should take a look at their peers in the industries in which they compete. Indeed, the survey revealed wide disparities in the CX channel preferences of various industries. 

There were 516 survey’s done as part of the effort: 464 of them were with C-level executives, 164 of them were with CEOs, and the balance was with department heads. Those individuals surveyed were from the Asia Pacific, EMEA, Latin American, and North American regions. Titles included CEOs, CIOs, CMOs, COOs, and line of business leaders. A variety of industry verticals, including distribution, finance, IT, retails, and tech, were represented in the survey.

Brown mentioned that one of the challenges of CX initiatives at companies is that the tools don’t yet existing to measure business outcomes from CX, so there’s a need to come up with specific process and tools to measure that. Genesys and its partners on working on that, he added.

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