Survey findings by MiCX® indicate: Small and Medium Enterprises (SMEs) have largely improved customer experience, though it's frequently dispersed and lacks a defined strategy.

Survey findings by MiCX® indicate: Small and Medium Enterprises (SMEs) have largely improved customer experience, though it's frequently dispersed and lacks a defined strategy.

Survey Illustrates Arrival of Customer Experience in German-Speaking SMEs Amidst Fragmentation and Lack of Strategy

A collaborative industry survey evaluating the importance of Customer Experience (CX) in Small to Medium Enterprises (SMEs) has been conducted by QuestionPro, ShiftCX, and CXecutives®. Over 1,000 firms from the German-speaking region participated, offering insights into their current CX practices. The findings have been compiled into a comprehensive study.

We present a current, representative study on the significance of customer experience in the SME sector for your reporting reference. Below, we have summarized the vital outcomes of the Customer Experience Index - MiCX-X® - in our press release.

Download the complete study here for further analysis. It's essential to note that the initiators of the survey are available for interviews or can present their results at trade fairs or conferences. For more information, please contact Sascha Tapken.

Key Findings of the MiCX-X® Survey

The organizers of the MiCX-X® survey conducted an in-depth examination into the perception and implementation of CX practices among SMEs, with a primary focus on the German-speaking region. The high response rate reflected the critical issue that CX presents within the SME sector.

CX expertise remains an area to improve, as only 25% of companies rate their CX skills proficiently. A further 40% consider their knowledge satisfactory. The survey indicates that CX is often managed by the management (22%) or marketing (26%), with other departments such as customer service, sales, or IT also playing a role.

This multiplicity of stakeholders underscores the challenges in sustaining CX as a holistic and long-term strategy within organizations. "It requires focus, time, and appropriate expertise to effectively manage Customer Experience and convert it into profit," says Heinrich Erkens, initiator of the MiCX-X® study and CEO of CXecutives®.

The survey highlights that companies with weaker CX competence often encounter internal resistance. By contrast, CX-experienced companies often emphasize technological deficiencies as a significant concern. In summary, the survey demonstrates that CX has arrived in SMEs but is often fragmented and not strategically integrated.

Ensuring a Comprehensive and Strategic CX Approach

For SMEs to deliver a sustained enhance in customer experience, it's crucial to view CX as a strategic element: with clear responsibilities, targeted utilization of technology, and consistent application of CX metrics throughout the entire customer journey.

"The most significant lever lies in deriving genuine insights from customer feedback—closing the loop, looking beyond the numbers, and understanding the 'why,'" says Thomas Maiwald-Immer, CEO of QuestionPro GmbH. It necessitates competent employees with the right mindset and access to appropriate tools—remembering that those who create good Employee Experience offer good Customer Experience.

The goal is to compile the Mittelstand Customer Experience Index—the MiCX-X®—on an annual basis in the future. This will provide the SME sector with an essential indicator to track advancements in this critical area.

For more information, please contact Sascha Tapken at the details provided earlier.

1. Despite customer experience (CX) being a critical issue within the SME sector, the survey found that only 25% of companies rate their CX skills as proficient, highlighting a need for improvement in the finance and business sectors.
2. To ensure a comprehensive and strategic approach to CX, SMEs must view it as a strategic element, with clear responsibilities, targeted technology utilization, and consistent application of CX metrics throughout the entire customer journey, which can lead to improved employee experience and ultimately better finance and business outcomes.

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