Brands have varying degrees of confidence in their customer experience efforts, judging by 2020 State Of Customer Journey Management & CX Measurement, a global study by Pointillist, a provider of customer journey analytics software.
The problems begin with data and measurement. For instance, 49% are dissatisfied with their ability to quantify the impact of CX on hard business metrics.
Moreover, 67% have not integrated cross-channel data into a unified view of the customer. And 31% have no access to cross-channel data at all.
Pointillist surveyed 1,050 CX, analytics, customer care and marketing professionals, dividing them into three categories based on satisfaction with their performance:
They can also be separated based on investment: 50% of high performers increased their CX budget in 2020, vs. only 23% of underperformers and 34% average performers
Of the high performers, 71.8% say they are effective at engaging customers with the right experiences at the right times through the preferred channels, vs. 29.9% of average performers and 9.7% of underperformers.
In addition, the different levels rate themselves as follows:
Integrating data across all tools and sources into a single, unified view of the customer journey:
Analyzing multiple customer interactions:
There are similar differentials when it comes to email tracking.
For instance, 27% of the higher performers can connect email behavior with that of one or two other channels and 32% can link email with three-plus other channels.
In contrast, 30% of the average performers can connect email with one or two channels, and only 11% can do so with three or more. And a mere 18% of the low performers can tie email to one or two channels, and 5% to three-plus.
In this, email ranks only behind Voice of the Customer feedback, call center or IVR and product or service usage.
Overall, 13% do not track email behavior, the lowest rate of tracking among channels -- and 14% do so but say the data is siloed, and that they lack access. Another 31% track email, but in isolation from other channels, 25% can connect it to one or more channels, and 15% can connect it to three or more.
The top CX challenges are:
Measurement remains a problem for many, the top challenges being:
The most frequently captured customer experience metrics are: