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:
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:
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.