Since 2017, there has been a significant increase in the number of marketers claiming “sole responsibility” over customer experience programs, according to Gartner’s 2019 CX Management Survey. Customer journey mapping, customer personas, voice of the customer programs, and user experience are all initiatives that have seen a shift in ownership, moving from “outside marketing” business units to the marketing department. As follow up to its 2017 CX report, Gartner surveyed 400 executives last year who were either CX leaders or supported CX programs. The survey respondents were from various departments, including IT, customer service, sales, stand-alone CX teams and marketing. Respondents from marketing departments were more likely than others to claim ownership for CX initiatives, according to the survey findings, with a sizeable jump in the number of marketers taking over voice of customer and customer persona initiatives in the last two years.The number of marketers claiming ownership over each of the four CX initiatives has jumped since 2017, most significantly with voice of customer programs. Voice of the customer ownership by marketers has grown from 38% to 56% per the most recent survey. Nearly the same lift happened with ownership over customer personas and user experience, which both grew by 17 percentage points. (Only 37% of marketers claimed ownership of customer personas in 2017 and 32% said they owned user experience initiatives.) Customer journey mapping saw the least movement in terms of ownership with 42% of marketers claiming full ownership in 2017 and 49% now. Considering all the moving parts involved with customer journey mapping — and the various departments that touch the customer journey experience — it’s not surprising ownership over this initiative hasn’t shifted as much.