Most Organizations Aren't Satisfied with CX Effectiveness

Infobip released findings from a new study conducted by Harvard Business Review Analytic Services (HBR-AS), revealing a sharp disconnect in customer experience (CX). While 93% of those surveyed recognize the high importance of creating positive conversational experiences, only 36% believe their organization is highly effective at it.

Even more striking, just 11% report they’re highly effective using AI to deliver human-like conversations. The report highlights a gap between organizations’ ambitions and execution. While many use SMS, messaging apps, email, and chatbots at key points, most still fail to deliver the seamless, intuitive conversations customers expect.

”While everyone talks CX, almost no one delivers. When brands can’t deliver meaningful, human-like conversations, they don’t just lose efficiency, they lose trust. It’s time to rethink what customer experience really means in the AI era,” said Ben Lewis, VP for Marketing and Growth at Infobip.

The study identifies critical roadblocks standing between brands and the modern customer: poor visibility of activity across all platforms (48%), difficulty capturing customer data across all stages of the customer journey (46%), and challenges integrating AI-powered features into communication platforms (44%). Nearly half cite a lack of best practices around using communication platforms (49%) and insufficient investment in advanced conversational technology (48%).

Encouragingly, companies recognize the need to close the gap. Over the next 12 months, when it comes to improving conversational experiences, 50% are prioritizing making processes more automated, 41% are prioritizing enhancing the use of AI in conversations, and 39% are prioritizing integration of communication platforms.