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

Shopping habits of the younger cohort differ significantly from baby boomers. Approximately 37% of Gen Z consumers allowed tracking in order to see more relevant advertising, with the remaining 43% opting out. For baby boomers, the vast majority opted out.


9.5% of a company's revenue might be at risk due to bad CX.


74% of executives say AI has fundamentally changed how they approach CX.


Companies with solid omnichannel strategies retain almost 90% of their customers, increase customer lifetime value by 30%, and multiply customer satisfaction by 23 times.


Consumers are rewarding brands that make personalization a priority with just over half (52%) saying they will trade personal and preference data to feel part of a brand’s community.


Almost two-fifths of customers prefer to check a product out in the store and then buy it online


Nearly 85% of customer interactions will be managed by AI in the coming years.


Three of the four top concerns for brands this year are all about data and how to leverage it effectively.


71% of consumers in the U.S. now expect personalization, with 76% admitting they get frustrated when they don’t find it.


34% of brick-and-mortar shoppers now use their mobile devices in the store to sort of replicate the experience they have when shopping online.



Curated Reading