New Protiviti-Oxford Survey on Customer Experience Reveals an 'Opportunity Gap' Between Executive Optimism in the Role of AI and Actual Optimization
Robert Half (NYSE:RHI) subsidiary Protiviti, in collaboration with Oxford, has released a comprehensive global survey revealing a significant 'opportunity gap' in customer experience (CX) optimization. While 57% of executives believe AI will enhance CX, only 17% report effective CX optimization in their organizations.
The survey, spanning 20 countries and 25+ industries, highlights regional variations in the CX gap: Asia-Pacific shows a 43-point gap, Europe a 35-point gap, and North America a smaller but still significant gap. Despite 76% of executives expecting increased CX spending in the next 2-3 years, current implementation challenges persist, particularly in omni-channel experience and digital touchpoints.
The study reveals strong confidence in data management, with 71% of organizations reporting effective customer trust maintenance and 65% claiming transparency in data practices. However, the disconnect between strategic intention and practical execution remains a key challenge for business leaders.
Robert Half (NYSE:RHI), tramite la sua controllata Protiviti e in collaborazione con Oxford, ha pubblicato un ampio sondaggio globale che mette in luce un significativo 'gap di opportunità' nell'ottimizzazione dell'esperienza cliente (CX). Sebbene il 57% dei dirigenti ritenga che l'IA migliorerà la CX, solo il 17% dichiara un'efficace ottimizzazione della CX nelle proprie organizzazioni.
Il sondaggio, che copre 20 paesi e oltre 25 settori industriali, evidenzia variazioni regionali nel divario CX: l'Asia-Pacifico presenta un gap di 43 punti, l'Europa uno di 35 punti e il Nord America un divario più ridotto ma comunque significativo. Nonostante il 76% dei dirigenti preveda un aumento della spesa per la CX nei prossimi 2-3 anni, permangono difficoltà nell'implementazione, soprattutto nell'esperienza omnicanale e nei punti di contatto digitali.
Lo studio mostra una forte fiducia nella gestione dei dati, con il 71% delle organizzazioni che dichiara di mantenere efficacemente la fiducia dei clienti e il 65% che afferma trasparenza nelle pratiche di gestione dei dati. Tuttavia, la discrepanza tra le intenzioni strategiche e l'esecuzione pratica rimane una sfida cruciale per i leader aziendali.
Robert Half (NYSE:RHI), a través de su subsidiaria Protiviti y en colaboración con Oxford, ha publicado una encuesta global exhaustiva que revela una importante 'brecha de oportunidad' en la optimización de la experiencia del cliente (CX). Aunque el 57% de los ejecutivos cree que la IA mejorará la CX, solo el 17% reporta una optimización efectiva de la CX en sus organizaciones.
La encuesta, que abarca 20 países y más de 25 industrias, destaca variaciones regionales en la brecha de CX: Asia-Pacífico muestra una brecha de 43 puntos, Europa una de 35 puntos, y Norteamérica una brecha menor pero aún significativa. A pesar de que el 76% de los ejecutivos espera un aumento en el gasto en CX en los próximos 2-3 años, persisten desafíos en la implementación, especialmente en la experiencia omnicanal y los puntos de contacto digitales.
El estudio revela una fuerte confianza en la gestión de datos, con un 71% de las organizaciones que reportan mantener efectivamente la confianza del cliente y un 65% que afirma transparencia en las prácticas de datos. Sin embargo, la desconexión entre la intención estratégica y la ejecución práctica sigue siendo un desafío clave para los líderes empresariales.
Robert Half (NYSE:RHI)의 자회사 Protiviti가 Oxford와 협력하여 전 세계적인 설문조사를 발표했습니다. 이 조사는 고객 경험(CX) 최적화에서 큰 '기회 격차'를 드러냈습니다. 경영진의 57%는 AI가 CX를 향상시킬 것이라고 믿지만, 조직 내에서 효과적인 CX 최적화를 보고하는 비율은 17%에 불과합니다.
20개국과 25개 이상의 산업을 아우르는 이번 설문조사는 지역별 CX 격차 차이를 보여줍니다: 아시아 태평양 지역은 43포인트 격차, 유럽은 35포인트 격차, 북미는 더 작지만 여전히 의미 있는 격차를 나타냅니다. 경영진의 76%가 향후 2-3년 내에 CX 지출이 증가할 것으로 예상하지만, 옴니채널 경험과 디지털 접점에서 구현상의 어려움이 계속되고 있습니다.
연구 결과 데이터 관리에 대한 강한 신뢰를 보여주며, 71%의 조직이 고객 신뢰를 효과적으로 유지하고 있다고 보고하며, 65%는 데이터 관행의 투명성을 주장합니다. 그러나 전략적 의도와 실제 실행 간의 괴리는 여전히 비즈니스 리더들에게 중요한 도전 과제로 남아 있습니다.
Robert Half (NYSE:RHI), par l'intermédiaire de sa filiale Protiviti et en collaboration avec Oxford, a publié une enquête mondiale approfondie révélant un important « écart d'opportunité » dans l'optimisation de l'expérience client (CX). Bien que 57 % des dirigeants pensent que l'IA améliorera la CX, seulement 17 % déclarent une optimisation efficace de la CX dans leurs organisations.
L'enquête, couvrant 20 pays et plus de 25 secteurs, met en évidence des variations régionales dans cet écart CX : la région Asie-Pacifique présente un écart de 43 points, l'Europe un écart de 35 points, et l'Amérique du Nord un écart plus faible mais toujours significatif. Malgré le fait que 76 % des dirigeants prévoient une augmentation des dépenses en CX dans les 2 à 3 prochaines années, des difficultés d'implémentation persistent, notamment en ce qui concerne l'expérience omnicanale et les points de contact numériques.
L'étude révèle une forte confiance dans la gestion des données, avec 71 % des organisations déclarant maintenir efficacement la confiance des clients et 65 % affirmant la transparence des pratiques de données. Cependant, le décalage entre l'intention stratégique et l'exécution pratique reste un défi majeur pour les dirigeants d'entreprise.
Robert Half (NYSE:RHI)-Tochter Protiviti hat in Zusammenarbeit mit Oxford eine umfassende globale Umfrage veröffentlicht, die eine bedeutende "Chancenlücke" bei der Optimierung der Kundenerfahrung (CX) aufzeigt. Während 57 % der Führungskräfte glauben, dass KI die CX verbessern wird, berichten nur 17 % von einer effektiven CX-Optimierung in ihren Organisationen.
Die Umfrage, die 20 Länder und über 25 Branchen umfasst, zeigt regionale Unterschiede bei der CX-Lücke: Der asiatisch-pazifische Raum weist eine 43-Punkte-Lücke auf, Europa eine 35-Punkte-Lücke und Nordamerika eine kleinere, aber dennoch bedeutende Lücke. Trotz der Erwartung von 76 % der Führungskräfte auf steigende CX-Ausgaben in den nächsten 2-3 Jahren bestehen weiterhin Umsetzungsprobleme, insbesondere bei Omni-Channel-Erfahrungen und digitalen Kontaktpunkten.
Die Studie zeigt großes Vertrauen in das Datenmanagement: 71 % der Organisationen berichten, dass sie das Kundenvertrauen effektiv aufrechterhalten, und 65 % geben an, Transparenz bei den Datenpraktiken zu gewährleisten. Dennoch bleibt die Diskrepanz zwischen strategischer Absicht und praktischer Umsetzung eine zentrale Herausforderung für Geschäftsleiter.
- 76% of executives expect increases in CX spending over next 2-3 years
- 73% have increased investments in CX tools and technologies
- 71% report effectiveness in maintaining customer trust in data practices
- 69% have increased investments in marketing resources
- Only 17% of organizations are effectively optimizing customer experience
- Significant gaps between CX importance and optimization across all regions
- Major weaknesses identified in omni-channel experience and digital touchpoints
- 30-percentage-point gap between executive optimism and actual CX implementation
The 'Opportunity Gap' Hindering CX Optimization and Efficiency
Although only
This 'opportunity gap' in question becomes even more pronounced across jurisdictions globally:
Asia-Pacific :57% say CX is extremely important for business success, but only14% say their company is very effective at optimizing performance.Europe :45% of business leaders think CX is extremely important for their business, but only10% say they are extremely effective at optimizing CX performance.North America :38% of executives consider CX less important for business success, but only25% believe they're optimizing performance effectively
"What's striking is how consistently this CX optimization gap shows up across regions, with the size of the gap indicating this is a global challenge for a variety of organizations," said Jennifer Friese, global leader, Protiviti Digital. "However, this challenge presents opportunity. Customer expectations are rising fast, and companies that can close this opportunity gap will be best positioned to lead in the next wave of CX innovation."
Customer Data Remains Core to CX Amid Emerging Technologies
AI is seen as a key driver behind CX strategy, with nearly three-quarters of respondents saying they're optimistic about AI's benefits and reporting confidence that AI will be extremely impactful (
Notably:
71% say their organization is effective at maintaining customer trust in data practices.65% say their company is transparent about how customer data is collected and used.70% feel prepared to navigate future data privacy regulations.
"Although AI is shaping the future of customer experience, global leaders recognize that efficient data management is the foundation to successful CX innovation," said Joe Kornik, senior director and Editor-in-Chief of VISION by Protiviti. "They understand the need to manage data securely and transparently to build long-term trust that creates strong, strategic CX value."
Business Leaders Signal Steady Growth in CX Spending
Currently, two-thirds of business leaders say they are confident or extremely confident in their organization's resources for effective CX management. Over the last two to three years,
Looking ahead two to three years, respondents were optimistic. More than three-quarters (
Executive Perceptions on Current CX Strengths and Weaknesses
When asked to identify current successes and pain points in CX strategy, respondents ranked the following as their top options in each category:
Top strengths | Top weaknesses |
1. Brand promise | 1. Omni-Channel Experience |
2. Personalization | 2. Digital Touchpoints |
These insights reveal a key contradiction: personalization can only be achieved with effective digital touchpoints, but execution across channels is extremely difficult. As a result, these weaknesses will ultimately undermine the CX journey.
These perceptions of CX add depth to the 'opportunity gap' facing business leaders. While
"This disconnect reveals a critical truth: confidence in CX strategy has yet to yield consistent, coordinated customer experiences," said Friese. "Closing this gap is critical and to do so, organizations must shift from intention to execution and commit to sustained investment in their overall CX capabilities."
Methodology
Protiviti and the University of Oxford conducted a global survey of more than 250 board members, C-suite executives and other business leaders in 20 countries in
About Protiviti
Protiviti (www.protiviti.com) is a global consulting firm that delivers deep expertise, objective insights, a tailored approach and unparalleled collaboration to help leaders confidently face the future. Protiviti and its independent and locally owned member firms provide clients with consulting and managed solutions in finance, technology, operations, data, digital, legal, HR, risk and internal audit through a network of more than 90 offices in over 25 countries.
Named to the Fortune 100 Best Companies to Work For® list for the 11th consecutive year, Protiviti Inc. has served more than 80 percent of Fortune 100 and nearly 80 percent of Fortune 500 companies. The firm also works with government agencies and smaller, growing companies, including those looking to go public. Protiviti Inc. is a wholly owned subsidiary of Robert Half (NYSE: RHI).
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SOURCE Protiviti
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