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Thought leadership

 A new Forrester survey found that while most businesses list an innovative customer experience as a top priority, not many have figured out how to attain it.

In a summary of the findings out of 100 customer experience professionals, half of respondents said that their executive team's strategy for customer experience is market differentiation and 13 percent said that they'll settle for nothing less than having the best customer experience across every industry.

Sixty-nine percent of the respondents reported that their companies have dedicated personnel for customer experience innovation, 64 percent have allocated time to innovation activities, and 55 percent have dedicated innovation budgets. Seventy-three percent said they planned to launch innovative customer experience strategies in the upcoming year and two-thirds believe they already have.

The numbers start to fall apart when consumers are added to the mix. In 2013, only 8 percent of the companies in the survey received a top grade from their customers, a significantly low number compared to the professed innovation in the industry, the article reported.

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