Email is not seen as the most important customer experience channel by European marketers. But neither is it ranked as the least, judging by The Future of Customer Experience, a study by
Netigate.
On a scale of 1 to 5, the respondents rated channels and activities as follows:
- Websites (forms, chat, content, etc.) —
4.25
- CRM system (e.g., segmentation, trend analysis, etc.) — 4.03
- Feedback Surveys — 3.91
- Sales people and account managers — 3.78
- Social media — 3.53
- Email marketing — 3.20
- In-person events — 3.20
- In-app or in-product channels — 3.16
- Online events —
2.72
- Paid advertisement online — 2.69
- PR, media, radio, TV (non-paid) — 2.61
- Paid advertisement
offline — 2.13
Of companies polled, 48% have mapped their customer journey, but 43% have not and 8% don’t know.
Meanwhile, many are
using AI for these tasks:
- Analyzing customer feedback — 46%
- Conversational AI — 28%
- Improving customer service workflows — 24%
- Other — 22%
- Predictive personalization —
13%
Netigate surveyed 81 CX professionals in the spring of 2023, spread across Sweden, Germany, the UK and other countries.