The Impact of CRM on Customer Experience

Insights from enterprise business and IT leaders on how CRM systems, ownership, and strategy impact customer satisfaction

Dimensional Research surveyed over 500 CRM business stakeholders and decision makers to understand attitudes towards customerexperience, organizational ownership, and current approaches to CRM. We analyzed these findings to discover:

  • How do functional team ownership and choice of customer data platform impact customer experience?
  • Is there a single approach to CRM, CX, and customer data management that leads to higher customer satisfaction?
  • What team should have the ultimate ownership of CRM and customer experience?
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