FORTUNE Brand Studio: The ROI of Customer Empathy Report

What CEOs get wrong about customer experience (CX) and why it could cost your org

While most CEOs and executives are bought into the importance of customer empathy, executing their CX vision is not as straightforward. Many leaders look to data for answers, but that only gives you part of the picture.

After all, data is only helpful if it improves the customer experience, and the only way to verify it is to talk directly to your customers.

UserTesting commissioned FORTUNE Brand Studio to survey 200 CEOs in North America, Europe, and Asia-Pacific to understand customer empathy's role in overall business success.

You might be surprised to learn that out of the 200 global CEOs surveyed:

  • 90% understand the need to make better use of empathy to interpret customer information and drive customer-facing processes
  • 79% agree that a granular look at customer needs, expectations, and feelings has a substantial or significant impact on financial performance
  • 75% anticipate shifting away from survey-based analytics toward more granular insights

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Plus, get learnings from the CEOs of Gainsight and Invoca and the Professor of Strategy and Innovation and Entrepreneurship at Northwestern University School of Management.

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ROI of customer empathy