Poor Execution Flaws Customer Experience Survey

Data Dump Index: 47/100

This survey on how companies manage their customer experiences and build customer relationships is fraught with problems on methodology and execution, thus tainting any if not all of the data herein. The third-year study, conducted by a firm called Strativity Group, is a self-selected web-based survey that uses a 10-point agreement scale to measure the key metrics. This unbalanced scale will likely produce weak correlations for tracking purposes. Moreover, the segments the study builds are around region and company size; no where are data gathered on respondent titles or types of companies leading to underrepresentation of critical customer-facing behaviors within organizations. Marketers should only look to these results for directional reasons when attempting to understand trends in customer experience management and should compare with more credible data from companies such as Gartner or Forrester for more concrete understanding.