Report: The State of the CX Profession, 2013

1301_StateOfCX Profession2013_COVERWe just published a Temkin Group report, The State of the CX Profession, 2013. Here’s the executive summary:

We surveyed 283 customer experience professionals and compared their answers to our data from last year. The vast majority of respondents believe that CX is a great profession to be in, and most remain satisfied with their individual roles. As a result, fewer of them plan to look for a new job this year. Most respondents believe that their efforts have had a positive impact and say that their organization expects to increase CX spending and headcount in 2013. The top areas of focus for interactions are web experience and mobile experience while CX measurements and metrics customer insights, and customer-centric culture are the CX efforts that are gaining the most momentum. We examined the difference in responses between CX professionals at larger and smaller companies and found that large companies are more interested in cross-channel interactions and text analytics. We also compared responses from executives and non-executives which shows that executives see more importance in culture, and that non-executives are more likely to look for new job.

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This report is an update to the report we published last year. Here are some of the interesting datapoints:

  • Forty-nine percent of CX pros think their efforts had a positive impact in 2012 and 75% expect to have a positive impact in 2013.
  • Ninety-eight percent of CX pros think they are in a great profession.
  • Ninety-one percent of CX pros are satisfied with the content of their jobs, but only 66% are satisfied with opportunities for advancement.
  • Thirty-eight percent of CX pros are likely to look for a new job (outside their company), which is down from 41% last year.
  • Voice of the customer programs remains the activity in which CX pros are most actively involved. The area of focus with the largest change since last year is “process analysis and redesign, where 57% of CX pros are involved this year versus 52% last year.
  • The percentage of CX pros who agree that their customer experience efforts have all of the resources, skills, and leadership they need has dropped from 46% to 41%.
  • Fifty-four percent of CX pros expect their company to spend more on CX in 2013 than it did in 2012, compared with 53% last year.
  • Forty-six percent of CX pros expect their firm to expand their full-time CX staff, up from 40% last year.
  • At the top of the list of vendors they expect to increase spending on are text analytics and voice of the customer software vendors, while market research firms are at the bottom
  • The top interaction channel to focus on for improvements in 2013 is the Web, followed by mobile.
  • CX pros at companies with 1,000 or more employees are more satisfied than those from smaller organizations. At the same time, 48% of CX pros a larger organizations are likely to look for a new job outside their company in 2013 compared with 39% of those from smaller firms.
  • Seventy-eight percent of CX executives see networking as a key professional development goal compared with 71% of non-execs.
  • Sixty-two percent of CX non-execs see training as a key professional development goal compared with 47% of execs.

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The bottom line: The CX profession continues to thrive

About Bruce Temkin
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, marketing, interaction design, customer service, and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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