Key findings:
- Organizations who put customer feedback front and center are better equipped -- across a wide range of measures -- to keep up with fast-paced needs of their customers.
- But only half of CX professionals say customer feedback is a leading driver of their organization’s overall strategy.
- There is also a clear, unmet demand for real-time customer insights among CX professionals, with only one-third or fewer CX professionals strongly agreeing that their current tools satisfy critical needs for a CX solution.
- Agility is among the most important features for CX professionals, according to a MaxDiff analysis.
Only half of CX professionals say customer feedback is a leading driver of their organization’s overall strategy
The vast majority (94%) of CX professionals say customer feedback has at least some role in their organization's overall strategy, but are split between its level of priority:
- 51% say customer feedback is a leading driver
- 43% say customer feedback plays a role, but is not a top priority
This difference in attitude also affects growth and revenue - 63% of CX professionals whose organization's strategy is centered around customer feedback strongly agree that customer feedback is a main contributor to their organization’s growth and revenue, compared to only 25% of those in organizations where customer feedback plays a secondary role.
Organizations who put customer feedback front and center are better equipped to keep up with fast-paced needs of their customers
CX professionals are more optimistic about their organization’s agility in addressing key initiatives when customer feedback is a top priority. Confidence in their organization in gathering customer insights fast enough to improve NPS, customer churn, and anticipate customer needs and trends is lower across board where customer feedback plays a limited role.
| How much do you agree or disagree that your organization gathers customer insights fast enough to… | Customer feedback is a leading driver of my organization’s overall strategy (% strongly agree) | Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority (% strongly agree) | Gap |
| Improve Net Promoter Scores NPS | 45% | 16% | +29% |
| Be proactive in addressing CX issues | 50% | 25% | +25% |
| Close the loop with customers in real time | 49% | 24% | +25% |
| Anticipate shifting consumer needs and preferences | 52% | 30% | +22% |
| Adapt during times of disruption | 51% | 29% | +22% |
| Inform strategic business decisions | 47% | 25% | +22% |
| Understand the impact of customer initiatives and campaigns | 52% | 31% | +21% |
| Get ahead of customer churn | 40% | 21% | +19% |
| Drive company wide digital transformation | 45% | 26% | +19% |
| Address acquisition costs | 39% | 21% | +18% |
| Inform product or service improvements | 51% | 33% | +18% |
| Be on the forefront of consumer trends | 44% | 29% | +15% |
There is unmet demand for real-time customer insights among CX professionals
3 in 5 (61%) CX professionals say that real-time customer insights are very important to their organization, but only 1 in 3 (32%) strongly agree that their current CX solution is able to meet their needs. Confidence in existing tools is low, with only one-third or fewer CX professionals strongly agreeing that their current tools:
- Receive frequent updates and improvements (33%)
- Can be used by employees with various levels of technical expertise (32%)
- Can be quickly set up and deployed (31%)
- Provide data and insights that can be easily shared with other teams (31%)
- Can be customized to address a wide range of use cases (29%)
- Is easy to maintain and troubleshoot (26%)
Agility among the most important features in a CX solution
Ease of use and security are the most important features that CX professionals look for in a CX solution, according to a MaxDiff analysis. The need for agile solutions is clear: speed of insights, and customization and flexibility of work flows are also among the most desired-features, highlighting the demand for solutions to accommodate the fast-paced needs within CX.
MaxDiff Analysis: CX Solution Features
Read more about our polling methodology here.
