Email is the top channel for customer feedback, and it has grown in importance during the pandemic, according to the 2022 State of CX Report, a global study released Wednesday by GetFeedback.
Of the companies polled, 60% use email for feedback, followed by websites (47%), customer calls (46%) and in-person (43%).
Moreover, many firms added email (and other channels) for getting feedback during the COVID-19 crisis:
This report covers incoming email, not outgoing. But it follows that brands providing a good customer experience will also leverage email for marketing and communications, using the feedback they receive to drive 1-to-1 targeting.
Yet email and other forms of messaging are at the bottom of the personalization list. Here are the ways brands have built personalization into their customer experiences:
At the same time, 73% have increased their efforts to deliver a personalized experience to customers.
And the future? CX professionals who have not yet collected feedback from key digital channels hope to add these:
Meanwhile, the study notes that there is a slightly higher demand in the U.S. for collecting feedback via website, in-person and customer integrations with application programming interfaces than in Europe.
On another front, only 13% of CX professionals work in an actual CX department. Rather, 20% work in IT, 12% in product, 11% in sales and 10% in support.
And 44% are from firms with no formal CX program.
Only 27% of brands have advanced capabilities. Yet 26% have a holistic CX leader who focuses on the end-to-end customer experience, and those firms are 7% more likely to have a stated CX goal.
Of the U.S. companies surveyed, 64% have a CX goal, up from 41% last year. In contrast, 53% of European firms have one. But European CX teams are strongest at at these skill sets:
Which tech tools do they use the most? They include:
Teams that collaborate across functions are 27% more likely to have high ROI. And 72% of firms do.
GetFeedback, a Momentive brand, surveyed over 2,200 executives at companies in the U.S. and Europe, in B2B and B2C.
Among the 26 industries represented were tech, manufacturing finance & finservices, healthcare & pharmacy, retail & consumer, construction, education, hospitality & tourism and government.