Waban, Mass.—Only 11% of marketers gave their companies a “good” rating on customer experience metrics, according to a study from research firm Temkin Group.
This figure is down from 13% of marketers with a “good” rating in last year's study.
This year's study, “The State of CX Metrics, 2012,” was based on an online survey of more than 500 marketers, conducted in October.
It found that just 35% of marketers consider customer experience metrics when making important decisions.
Companies with stronger CX metrics programs are nearly four times as likely to deliver customer experiences that are considerably above average in their industry, according to the report.