In October 2007, Gartner surveyed more than 250 business and IT leaders who influence the CRM strategies in their businesses in preparation for the 2008 CRM Summit. They told Gartner that their top three business issues revolved around creating a customer-centric enterprise, managing organizational and cultural change for CRM success, and managing and improving the customer experience.
The importance of focusing on the customer experience was further highlighted in all three award presentations as well as by the fact that all the presenters had this term in their job titles:
At Fiat, Giorgio Cavalieri Is Senior Director Customer Experience
At Philips, Arjan Burgers Is Director Consumer Experience Management and CRM
At SBSA, Rolf Eichweber Is Director of Customer Experience