What’s your CXQ? - Microsoft Advertising

The Customer Experience Quotient (CXQ) is about creating the best customer experience. In our research, we uncovered two fundamental components to creating a better customer experience:

Data and insights to understand the customer decision journey (CDJ) (sum of all touchpoints with your customer)
Leveraging artificial intelligence (AI) technologies to improve performance

We want to help you increase your CXQ with greater CDJ understanding and proven strategies to improve marketing performance. How well do you understand the CDJ? And how to apply AI so you can achieve the 'Holy Grail' of marketing — a better customer experience and higher engagement that translates into more revenue? Take this short quiz to find out where you and your organization currently stand in the CXQ journey. Answer each question as it relates to your current status, and find out which skills need improving.

	Required
Which of the following best characterizes your customer understanding?	Establishing a foundational understanding of the customer Predicting when a customer is most likely to purchase
How would you describe your understanding of your customer decision journey (sum of all touchpoints with your customer)?	Excellent Good Fair Poor
What is the status of your first party data (1P) data unification?	Not yet unifying 1P data Currently working on unifying our 1P data Have optimized our 1P data
Please indicate how you use second/third party data:	Not using today Using it to fill gaps in customer data
When it comes to unifying second/third party data with your first party data, we:	Value some data sources, but do not prioritize unification Prioritizing unifying second/third data with first party data
Does your company have a dedicated executive leader focused on understanding the customer decision journey?	Yes Not yet, but planning for one in next 12 months Not yet, but planning for one in the next 12-24 months No
Do you partner with any of the following to help in your CDJ understanding?	Advertising Agencies Data Management Platforms Cloud Solution Providers Advertising Platform Partners Other None
	Now we are going to gauge your sophistication using AI and Machine Learning.
Are you using any form of Artificial Intelligence to engage customers, if so, which ones?	Cognitive Services Digital Assistants Chatbots None
If you applied Machine Learning to improve your marketing performance or create efficiencies, please indicate how you are doing so:	Optimizing media Predicting Consumer Behavior Audience Targeting Customer Insights Improving marketing performance Personalization Multi-touch attribution A/B website testing / Optimization Lead Scoring Not using Machine Learning
Please select the change in your/your clients’ marketing ROI/ROAS as a result of leveraging AI/Machine Learning:	None 0-10% 10-20% 20-40% Greater than 40%
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