For nearly two decades, executives have prioritized customer experience, as organizations that excel in this area realize positive revenue impact, increased market share, and increased customer retention. Yet, research shows a significant gap persists in the experience companies think they provide and the experiences customers actually have. A widely cited 2005 Bain & Company report found a 72-point gap between executive perception on the customer experience they provided and customers’ reality. A more recent study in 2019 showed that gap remains unchanged.

Companies are focusing on customer experience, but few have found a way to close the customer experience gap. The key to providing an effective customer experience is to delight customers across each stage of the buying journey. According to our research, nine in 10 executives who have mapped the customer journey say doing so has increased customer satisfaction, led product development, and helped them close gaps in communication touchpoints.

Fortunately, the science around mapping and understanding the customer journey has evolved, and executives now have a host of tools to manage and measure customer experience.

Download the report for:

  • A guide on what to measure when tracking the customer journey
  • Customer experience research methodologies to employ, many of which may already be at your disposal
  • Additional resources to help you strengthen your customer experience

Download the report today!

Hanover Research