A new global report published by CallMiner shows that 70% of contact center and customer service (CX) decision makers recognize that some improvements are needed in how their organizations use data to improve CX. The first CallMiner CX Landscape Report, conducted in partnership with Vanson Bourne, identifies how organizations today collect and act on customer data to effectively overcome challenges, maximize opportunities and drive better experiences.

Achieving a positive CX requires collecting the right data, however, according to the report, more than three in five (62%) respondents believe their organization is not collecting all the data they need.

Only about one in 10 (12%) say their organizations collect roughly equal amounts of solicited feedback (such as customer surveys) and unsolicited feedback (such as customer interactions that occur in contact or service centers). And with 79% reporting that at least most of the feedback they collect is solicited, and 44% reporting that all the feedback they collect is solicited, organizations are clearly missing a significant opportunity to gain a holistic view of CX.

Limited data collection and analysis holds organizations back

While 100% of senior executives surveyed say they collect some data and feedback from customers about their experiences, organizations are still aging when it comes to how they use that data. If organizations are going to drive improved CX, they must use innovative methods to collect customer data while efficiently and effectively analyzing the data to uncover insights and insights that lead to meaningful action.

The report found:

  • Almost all survey respondents (96%) say their organizations use manual analysis to some extent, such as manually coding feedback or aggregating data using Excel or PowerPoint. With many still using manual processes, organizations are not maximizing the potential of the data they collect.
  • Most (70%) say some improvements are needed in how their organizations use data to improve CX. With only a fraction (48%) actually recording calls and so few collecting an equal amount of positive and negative feedback, it’s clear that most don’t have a complete picture of CX.
  • Six in 10 (60%) say their organizations can’t accurately track ROI on customer data and feedback all the time, which can prevent them from realizing the value of their CX efforts.
  • ​​​​​​While 94% of respondents believe their organizations are highly customer-centric, more than half (58%) report that their organizations’ CX departments and teams are not fully aligned with the rest of the business.

As long as organizations have separate departments and use outdated methods to analyze customer data and feedback, they will be limited in their ability to identify key trends and adapt to customer needs, ultimately making it difficult to connect the dots and grow businesses. extensive CX improvements that demonstrate the ROI of their efforts.

Employee experience plays an important role in CX

There is strong agreement (99%) that how employees treat customers directly affects the perception of an organization’s brand, products and services. Similarly, the vast majority (99%) believe that employee experience (EX) is at least somewhat important to CX success.


  • While the majority (93%) of respondents report that their organizations use insights from CX data analytics to improve training, onboarding and coaching for customer service representatives, less than half (44%) use unsolicited feedback sources to understand experiences their employees.
  • What’s more, a third (34%) of those surveyed say customer service representative disengagement or underperformance is one of their top three concerns.

Improving EX is essential to improving CX. While organizations have begun to take steps to use data to improve employee satisfaction, engagement, and retention, much remains to be done to close the gap in addressing the workforce issues that ultimately impact CX.

AI is critical to the future of CX

Organizations are clearly recognizing the benefits of artificial intelligence. In fact, according to those who have or plan to implement AI, the three areas where organizations have had or will have a positive impact are how effectively departments can share information and data with each other (41%), brand reputation and governance crisis. (38%) and employee engagement and productivity (36%).

However, the report shows that organizations still need more guidance and support to successfully invest in and implement this technology, and in turn reap the full benefits they know are possible.

According to the report:

  • AI was widely used to collect and analyze data on CX and customer satisfaction, with 71% saying their organizations had implemented it at least partially. However, nearly half (48%) of these organizations report that they do not fully understand the benefits.
  • The most common challenges faced by this group are that AI-based technology is too expensive and organizations don’t have the budget (41%), or too complex to implement and manage (41%).
  • The vast majority of all respondents (93%) believe that AI will be very important or even critical to how their organizations approach CX in the future, making it vital for organizations to overcome these challenges.

Download the full CallMiner CX Landscape Report

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