Email ranks far down the list of channels deemed important by
CX professionals, according to “The future of customer experience,” a study by Netigate.
On a scale of one to five, marketers rated the following as “very
important” to their CX strategy.
- Feedback surveys — 4,15
- Website (Forms, chat, content, etc.) —
3,92
- CRM system (e.g. segmentation, trend and sales people and account managers — 3,88
- Sales people and
discount managers — 3,8
- Social media — 3,35
- In-app or in-product channels — 3,1
- Email marketing — 3,08
- In-person events — 3,03
- Online events — 2,8
- PR (media, radio, TV (non-paid) — 2,45
- Paid advertisement online — 2,42
- Paid advertisement
offline — 1,95
Granted, the firm surveyed only 79 CX professionals, and it seems no surprise that surveys would top the channel list given that Netigate specializes in
them.
With that caveat, only 52% of those polled are proud of their company’s CX strategy, versus 38% who are not and 10% who don’t
know.
In addition, 72% now evaluate customer satisfaction at touch points during the customer journey. Yet only 49% have mapped up their customer journey so that it is well
known with their company.
At the same time, 39% say their main goal in 2022 is to increase customer satisfaction.
Their key focus areas to improve CX
are:
- Product and/or service improvements
- Customer service
- Company communications
- Personalization
- Employee training
- Increased brand awareness
- Marketing
- Technology and artificial intelligence
- Buying process
Netigate is a Europe-based provider of cloud-based services for online surveys.