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September 13, 2022
Inaugural research report finds major CX gaps and areas of opportunity, with only 12% of organizations collecting an equal amount of solicited and unsolicited feedback data
A new global report released by CallMiner reveals that 70% of contact center and customer experience (CX) decision makers acknowledge some improvements are needed to the ways their organizations use data to enhance CX. The inaugural CallMiner CX Landscape Report, conducted in partnership with Vanson Bourne, identifies how organizations today are collecting and acting on customer data to effectively overcome challenges, maximize opportunities and drive better experiences.
In order to drive positive CX, it’s necessary to gather the right data, yet according to the report, over 3 in 5 (62%) respondents believe their organization doesn’t collect all the data they need.
Only around 1 in 10 (12%) say their organizations collect about an equal amount of solicited feedback (e.g. customer surveys) and unsolicited feedback (e.g. customer interactions that happen within customer contact or service centers). And with 79% reporting that at least the majority of the feedback they collect is solicited and 44% reporting that all the feedback they collected is solicited, organizations are clearly missing out on a significant opportunity to gain a holistic view of CX.
“The CX industry is rapidly evolving. Businesses are navigating an increasingly complex technology market, while looking to meet changing customer expectations,” said Paul Bernard, President and CEO, CallMiner. “Our CX Landscape Report provides a critical lens into the CX industry, and gives decision makers the insights they need to succeed.”
Limited data collection and analysis is holding organizations back
While 100% of senior decision makers surveyed say they collect some data and feedback from customers about their experiences, organizations are still maturing when it comes to how they use that data. If organizations are going to drive improved CX, they must use innovative methods of customer data collection, while efficiently and effectively analyzing data to uncover insights and intelligence that result in meaningful action.
The report found:
As long as organizations have departmental silos and are using outdated methods to analyze customer data and feedback, they’ll be limited in their ability to identify key trends and adapt to customers’ needs – ultimately making it hard to connect the dots and drive enterprise-wide CX improvements that showcase the ROI of their efforts.
Employee experience plays an important role in CX
There’s strong agreement (99%) that the way employees deal with customers has a direct impact on the perception of the organization’s brand, products or services. Similarly, the vast majority (99%) believe employee experience (EX) is at least somewhat important to the success of CX.
Improving EX is critical to improving CX. Though organizations have started to take the steps to utilize data to drive employee satisfaction, engagement and retention, there is much to be done to close the gap in addressing the workforce challenges that ultimately impact CX.
“There are a lot of benefits to solicited feedback, like customer surveys, but they only provide a small window into any experience – whether it’s from an employee or customer or both,” said Bernard. “It is critical for organizations to understand the value of both streams of feedback in developing a positive culture that creates richer experiences for employees and customers.”
Artificial intelligence is critical to the future of CX
Organizations clearly recognize the benefits of artificial intelligence (AI). In fact, according to those who have or plan to implement AI, three of the areas that organizations say have been or will be positively impacted are how effectively departments can share insights and data with each other (41%), brand reputation and crisis management (38%) and employee engagement and productivity (36%).
Yet, the report shows organizations still need more guidance and support to successfully invest in and implement this technology, and in turn, reap the full scope of benefits they know to be possible.
According to the report:
“At CallMiner, we recognize the value and importance in being able to build better customer experiences,” said Bernard. “Working with CX leaders across industries, we have a deep understanding of the needs of our customers and with the launch of this annual survey, we have the opportunity to share that knowledge with the industry at large.”
Download the full CallMiner CX Landscape Report here: https://callminer.com/callminer-cx-landscape-report
450 senior decision makers from contact center and CX departments in the US, U.K. / Republic of Ireland and South Africa participated in the CX Landscape Report survey. Respondents hailed from organizations that had a contact center, with 100 or more employees in the healthcare, financial services or retail sectors.
About Vanson Bourne
Vanson Bourne is an independent specialist in market research for the technology sector. Their reputation for robust and credible research-based analysis is founded upon rigorous research principles and their ability to seek the opinions of senior decision makers across technical and business functions, in all business sectors and all major markets. For more information, visit www.vansonbourne.com.Back to Press Releases