Email plays a role in collecting customer
feedback, but it lags far behind customer reviews and interviews, judging by CallMiner’s CX Landscape Report.
This finding comes as 70% of firms admit they need
to make improvements in the way they use data to enhance the customer experience.
Companies use these methods to collect data/feedback:
- Customer
reviews — 58%
- Customer interviews— 5 4%
- Recording of customer calls — 48%
- Online surveys sent by email or text message — 47%
- Directly emailing individual customers — 45%
- Social media mentions or monitoring — 44%
- Website feedback widget — 36%
- Telephone surveys — 33%
- In-app surveys — 28%
- Conversation transcriptions (voice and text) — 23%
- We do not collect any data/feedback —
0%
Despite all that, 62% of senior contact center decision makers believe their firms don’t collect all the data they need in delivering a customer
experience. And only 12% say their companies collect an equal amount of solicited and unsolicited feedback data.
Another issue is that 96% of firms are using manual analysis, whether
reading or listening to feedback, hand-coding it or aggregating data using Excel or PowerPoint.
In another grim finding, 60% say their organizations are unable to
accurately track ROI regarding customer data/feedback all of the time.
Alarmingly, the top CX challenge faced by companies in providing a good customer experience is health:
- Customer vulnerability due to health, caregiver or financial reasons — 40%
- Rapidly changing customer behavior/expectations — 36%
- Accelerated digitization of data/feedback gathering — 36%
- Increased customer impatience — 35%
- Combating customer
rep disengagement/lack of productivity — 34%
- New feedback challenges that are not accounted for — 33%
- Increase in
qualitative data—32%
- Failure to gain ROI from technology investments, like AI — 28%
- Outdated
documentation — 25%
- My organization has not experienced any challenges — 0%
One positive sign is that 71% of companies have
at least partially implemented artificial intelligence, although 48% admit they are not fully leveraging it.
CallMiner surveyed 450 senior decision makers from contact
center and CX departments in the U.S. (250), UK/Republic of Ireland (125) and South Africa (75) in June and July 2022.