White Paper

Report: The State of CX Maturity among SMBs of North America

Published September 17, 2021
Last updated October 19, 2021

The pressure is on for companies to continuously optimize their customer experience (CX). Small businesses with fewer resources are no exception, but it can be difficult to know where to make those strategic investments.

To help CX leaders at small- and mid-sized businesses (SMBs) identify where they stand and build a roadmap for the future, Zendesk partnered with ESG Research to build a framework around CX maturity and CX success. The findings for SMBs in North America are summarized in this report: The State of CX Maturity among SMBs: Research Shows Advancing CX Maturity is a Mission-critical Mandate.

This report is based on survey data from decision-makers based in the United States and Canada employed at small businesses. After interviewing business leaders from around the world, ESG identified four levels of maturity. In the report, they're called the Champions, the Emerging, the Risers, and the Starters. Respectively, those are: businesses with a boast-worthy and well-oiled CX operation, businesses that are well on their way to CX excellence, businesses that are still gaining ground, and businesses that are at risk of falling behind.

Learn how Champions are outperforming their counterparts:

  1. Champions are 2.3x more likely to have accelerated major CX projects throughout the COVID-19 pandemic.

  2. Champions are able to resolve customer problems in 48% less time.

  3. Champions make getting service easy, according to 89% of their customers.