Tech Trends & Future of Work
In an increasingly digital world, customer experience (CX) presents new opportunities and challenges for organizations, with IT taking on a more central role in the customer journey. How are tech decision-makers approaching CX in 2021?
Data collected from July 27 - September 11, 2021
Total respondents: 338 tech decision-makers
85% of decision-makers believe that customer experience is important to their organization.
This is reflected in the majority (91%) of respondents agreeing that their organization has a customer-centric culture.
“Ensuring the customer experience is a priority. Without the customer there is no business.”
- Director, large healthcare company
Respondents say their organization’s top strategic customer goals for the next 12 months are to increase customer engagement (71%), acquire more customers (49%), and automate CX (32%).
However, respondents say there are still barriers to achieving those goals. The top challenges when implementing CX initiatives are creating a personalized experience (48%), data management (41%), and lack of initiative ownership (34%).
“A great experience is efficient from the customer’s and operation’s point of view.”
- C-suite, large finance company
Additionally, three-quarters (75%) of those decision-makers have given CX a medium to top share of the IT budget for the next 12 months.
“Leadership has to clearly communicate the need and allow for the necessary resources to be deployed.”
- C-suite, small education company
Almost all respondents (92%) agree that IT plays a fundamental role in building a successful CX strategy.
Furthermore, almost three-quarters (72%) feel that IT should lead or take ownership of the CX strategy.
When it comes to the tools used for CX, 43% of decision-makers mostly use internal tools, while some (34%) are using an equal mix of internal and third-party tools.
Looking at CX from a product design point of view, the most commonly implemented solutions are ticketing systems (63%) and internal UI/UX (user interface/user experience) testing (50%).
“Implement tools for the voice of the customer.”
- C-suite, medium finance company
To improve the customer experience, respondents say their organization uses chatbots (57%), newsletters (55%), and call-to-action buttons (54%) as touch points for their customers.
Decision-makers say they measure the effectiveness of customer experience in a variety of ways with surveys being most commonly used (74%), followed by interviews or feedback sessions (53%), and email open and click-through rates (51%) rounding out the top 3.
“Define your vision, construct a customer journey map, provide personalized experiences, reply quickly, strive to build a personal and emotional connection with customers, collect regular feedback and surveys, and build helpful content to make a wonderful customer experience.”
- C-suite, small software company