Report: The State of CX Maturity among SMBs of Europe

To help businesses make data-driven decisions, Zendesk partnered with ESG Research to build a framework around CX maturity. Read the report to see where your team stands.

Published October 6, 2021
Last updated October 6, 2021

The pressure is on for companies to continuously optimise 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 Europe are summarised in this report: The State of CX Maturity among SMBs of Europe: Research Shows Advancing CX Maturity is a Mission-critical Mandate. This report is based on survey data from decision-makers based in the United Kingdom, France, Germany, Spain and the Netherlands 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, 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 more about how Champions outperform their counterparts

  1. Champions respond to customers 50% faster and resolve problems in 45% less time than Starters status.

  2. Champions are 2.4x more likely to have grown their customer base.

  3. Champions are in a better position to compete and succeed as macroeconomic conditions recover from the COVID-19 pandemic.