Leverage user feedback across processes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 17, 2021, 12:50 PM UTC

Alchemer and Forrester Consulting surveyed 305 decision-makers to understand the effectiveness of Customer Experience (CX) and Voice of the Customer (VoC) programs.

The study found that for 46% of respondents, improving CX is a high priority and it is a critical priority for another 40%. But, only 26% of respondents say “customer feedback is embedded into all processes and workflows.”

50% of participants noted their companies share customer insights metrics beyond the initial stages and embed insights into decisions. Additionally, 24% of those polled are satisfied about effectively addressing customer feedback.

53% of respondents reported their data collection processes have done more harm to their CX strategy than good. The study stated, “Organisations fall victim to process inefficiencies, deprioritised initiatives, and a lack of automation that prevents them from acting on the customer data.”

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