Program Overview

Data-Driven Decisioning Powers CX Forward

Data Deliverance Drives Toward Ideal CX for Customers, Employees

The CMO Council, in partnership with Hux by Deloitte Digital, is undertaking research into the key criteria for achieving ideal CX. The program will audit and assess how marketers view customer data’s role in both externally and internally facing CX strategies.

Specifically, the CMO Council will look at the development of aspects that relate to CX, such as customer data management and governance, analysis and reporting, and AI and machine learning. Research will also cover challenges on the road to ideal CX, such as siloed data, unclear strategy, and lacking the right skill sets and technology.

The goal is to understand marketing’s current maturity in leveraging data and progressing toward ideal CX, as well as how marketing leaders can close the gaps and accelerate their capabilities


“Ideal CX” is an urgent area of strategic focus and competitive advantage for marketers actively engaging customers and employees in a digital-first environment. Spurred by the pandemic, the race is on to leverage data to inform and deliver a personalized digital experience that delights people, calms anxieties, engenders trust, adapts to behavioral and market changes, and converts customers.

Research Focus

Topics to be addressed and explored include:

  • Timeline to get to ideal CX for customers and employees
  • Omnichannel CX
  • Data acquisition, governance and measurement
  • Real-time reporting capabilities
  • Insights from advanced analytics
  • Required skill sets
  • Collaboration across the organization
  • Current state of AI/ML capabilities



Curated Facts & Stats

Over 70% of CX leaders struggle to design projects that increase customer loyalty and achieve results.

Source: Gartner

87% say customer feedback has become more important compared to before COVID-19

The most collaborative companies are 67% more likely to experience financial growth since COVID-19.

Omnichannel customers spend 4% more in-store and 10% more online than single-channel customers.

Source: Business 2 Community

Nine out of 10 consumers want an omnichannel experience with seamless service between communication methods.

Source: Business 2 Community

Just over a third (33.7%) of consumers tell friends and family about the experience afterward either in person, via email o on the phone.


10.7% of consumers will write about a bad experience on Facebook, 4.5% will complain via Twitter and 9.9% will post a rating or comment on a third-party website. Only 19.3% will complain directly to the company, meaning that it is possible customers who are more likely to hear about the issues someone has had than the company.


Less than a quarter of companies (24%) are prioritizing customer data management, which is key to delivering great CX and accurate personalization.


59% of consumers want brands to offer them promotions and perks that they don’t offer everyone else.