Some 70% of companies across three major European countries address improving the customer experience at a senior management level, according to research unveiled by Adobe this morning.

Nicole Dufft, independent vice president digital enterprise at PAC Germany, revealed the results of its Customer Experience Survey, undertaken on behalf of Adobe and involving 450 companies from France, Germany and the UK, to the media during the first morning of Dmexco in Cologne.

France has the most forward-thinking approach to the customer experience, with 82% of its companies viewing it as a strategic issue, handled by the top management level.

In Germany however, 16% of companies surveyed don’t include the customer experience as part of their senior management’s responsibilities and see no reason to alter their approach. In the UK meanwhile, steps are being taken by 36% of companies who don’t currently include the customer experience as part of the senior management remit to address the issue.

Dufft said: “More companies are beginning to understand that holistic customer experience isn’t simply restricted to marketing, sales and customer service. It needs to be determined by all other functions within the company such as back-office, billing and logistics. Departments must collaborate to provide a superior customer experience across all touch-points. Senior management therefore needs to be involved.”

The event, hosted by Adobe Vice President Marketing EMEA John Watton also heard how UBS and DHL have adopted an integrated approach to the customer experience and how Adobe involves its community in creative brand experiences.