China is leading the world in effective Customer Experience Management (CEM) with 84 percent of the enterprises there having a CEM solution. Following closely behind is the U.S. (73 percent) and India (72 percent).

These were some of the findings from a study by business collaboration and communications solutions provider Avaya that surveyed 1,268 businesses, which each had more than 1,500 employees, across 13 countries globally. Besides China, U.S., and India, the survey polled businesses in Singapore, Japan, Australia, Canada, Mexico, Brazil, UK, Germany, Netherlands, and Russia too.

Avaya found that CEM activities are strongly tied to business success and growth trajectories, with 81 percent of those who experienced a significant increase in profits having a CEM programme in place. Nine out of 10 businesses globally also believed that CEM programmes helped improve customer satisfaction, loyalty, retention and repeat purchasing, thus resulting in profit gains.

Despite the benefits of CEM programmes, having one does not guarantee success. This is reflected in 81 percent of the respondents claiming that their CEM initiatives have failed in the last three years. The top reason for the failure is thought be project misalignment with customer preferences.

According to Avaya, 70 percent of customers globally expect companies to offer them various channels as point of contact. Moreover, 80 percent of consumers in India and China expect personalised services. Enterprises looking to benefit from CEM initiatives should thus be able to offer a satisfactory multichannel customer experience, advised Avaya.