Growth Companies Are More Actively Collecting Customer Experience Data

Growth Companies Are More Actively Collecting Customer Experience Data
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Companies that have seen a positive revenue growth collect more customer experience (CX) data than nongrowth companies, according to Gartner. The survey found that nearly 80% of growth organizations use customer surveys to collect CX data, compared with just 58% of nongrowth organizations.

“There is a clear trend among growing companies to actively collect CX data using a wide variety of tools such as surveys, usability testing, focus groups and real-time analytics,“ said Jessica Ekholm, research vice president at Gartner. “This is what we call the outside-in approach: the idea that customer value creation, customer orientation and CX will drive long-term business success.“

Customer surveys remain the most popular medium among both growth and nongrowth organizations for collecting CX data, according to the survey. Consumers are increasingly experiencing “survey fatigue,“ with research showing declining response rates for each subsequent survey that a customer receives. Further, survey responses are often written in haste or provide ambiguous information, lowering the quality of the data collected. Surveys are also unable to surface real-time information.

The use of near- and real-time analytics to collect CX data is a rising trend among growth companies, with 43% of product managers at growth companies using analytics to collect and analyze customer perception and sentiment data. This is compared with just 22% of product managers at nongrowth companies. AI technologies can help organizations gather real-time data about customers’ current issues and experiences. This data can then be used to predict the customer’s next move, proactively recommending features, solutions or actions that improve the customer journey.