Customer experience as a priority for global leaders in 2022, according to Qualtrics

This article was originally published by Marie-juliette Levin.

According to a global study conducted by Qualtrics' XM Institute in 10 countries, 70% of executives say they will put more effort into their customer experience programs this year.

Qualtrics has just released the results of a global survey* of employee, customer, product and brand experience management by more than 1,500 business leaders. The first finding is that companies with strong experience management capabilities have better business performance.

Executives who report that their company has significantly better than average experience management capabilities are 52% likely to report increased revenue and 48% are more likely to report better than average profitability.As a result, the majority of companies will dedicate more energy to their experience efforts (customer, employee, product, and brand experience) this year and more specifically to customer engagement for 73% of them in 2022.

Eight out of 10 executives attest to strong experience management capabilities and competencies, and 75% report having a strong corporate culture that encourages experience management. "Technology limitations" and "lack of a clear strategy" are the top barriers to experience management in the company Executives citing "lack of a clear strategy" as a barrier (29%). "Technology limitations" is their biggest challenge (26%).

Another finding of the study is that a majority of executives plan to adjust their interactions with customers and employees and even plan to make significant changes in this area. Only less than 3% of executives plan no change.

More investments for French companies

In the coming months, 69% of French executives want to improve the customer experience they offer. Even though the results are rather positive, since 86% believe they are using customer feedback effectively to better interact with them and 73% of the executives surveyed say that their company has the technological capabilities necessary for good experience management. And 74% of them even say that their company's culture encourages good practices in this area.