The pandemic has magnified the importance of customer experience as a competitive differentiator, according to research from Genesys®

Research Findings

• Customer experience (CX) is a board-level priority for more than half of surveyed companies. Nearly two-thirds of survey participants plan to grow CX headcount this year, while 71% intend to increase CX budget.

• Making better use of data is a key priority for leaders as they focus on analytics and AI for deeper personalization and insights. Siloed, inconsistent data and aging technology and workforce challenges are the main barriers to success.

• Banks made the biggest gains in customer experience across all industries since 2017 with consumer perception improving by 10%.

• Smartphones have overtaken computers as the #1 device for interacting with customer service globally. 97% of consumers have used a phone to interact with a business.

• Respondents cited data, innovation and security as the leading benefits of the cloud, emphasizing the ability to easily access information.

• Predictive analytics will be the most powerful tool for improving customer experience as leaders explore new technologies to better manage CX. 

Key Takeaways

Drive urgency around refreshing and expanding technology. Understand how aging technology constrains your ability to engage staff and provide quality service. It’s essential to focus on training and workforce engagement to empower teams.

Empathy is the foundation for loyalty. Customers are loyal to businesses that listen and understand their needs. When asked about companies they do repeat business with, nine of 10 consumers said the most important service criterion is being listened to — and having an agent understand what they’re trying to achieve. Metrics and surveys, sentiment analysis, social listening and focus groups are great starting points for addressing customer concerns.

Leverage the power of analytics. Companies can mine digital data to inform strategy across sales, marketing and service. Use data to better understand which customers are interacting, what their intents are and how to better engage them in the future. 

Plot your path to the cloud. Data shows that leaders who aren’t considering a cloud migration for their customer technology are in the minority. Cloud migration provides easier access to data, faster innovation, a simplified user experience and agility in resource management. Determine which cloud model is the best fit for your organization and business strategy.

About the Research

The State of Customer Experience is an ongoing series of consumer and business research related to customer experience (CX). This is the second global survey, executed in April and May 2021 on behalf of Genesys by an independent research firm. It includes insights from 2,629 consumers and 690 CX executives globally across multiple industries.