Most Companies Aren't Collecting Enough Data for Actionable CX Insight

One of the promises of twenty-first century call center technology is that the amount of data solutions can collect and process will yield significantly more actionable insight into customers behavior and preferences. The idea is that the more information you have about your customers, the better you’ll be able to anticipate their wants and needs – and the better you’ll be at meeting those expectations.The key, however, is collecting the right data, and collecting enough of it.

A new report released by CallMiner (News - Alert) found that 70 percent of contact center and customer experience (CX) decision makers acknowledge improvements are needed to the ways their organizations use data to enhance the customer experience. The report identifies how organizations today are collecting and acting on customer data to effectively overcome challenges, maximize opportunities and drive better experiences.

In order to drive positive customer experiences, it’s necessary to gather the right data, yet according to the report, over 3 in 5 (62 percent) respondents believe their organizations don’t collect all the data they need. Only around 10 percent say their organizations collect about an equal amount of solicited feedback (e.g., customer surveys) and unsolicited feedback (e.g., customer interactions that happen within customer contact or service centers). With 79 percent reporting that at least the majority of the feedback they collect is solicited and 44 percent reporting that all the feedback they collected is solicited, organizations are clearly missing out on a significant opportunity to gain a holistic view of the customer experience.

“The CX industry is rapidly evolving,” said Paul Bernard, president and CEO of CallMiner. “Businesses are navigating an increasingly complex technology market, while looking to meet changing customer expectations.”

While 100 percent of senior decision makers say they collect some data and feedback from customers about their experiences, organizations are still maturing when it comes to how they use that data. If organizations are going to drive improved customer experiences, they must use innovative methods of customer data collection, while efficiently and effectively analyzing data to uncover insights and intelligence that result in meaningful action.

Edited by Erik Linask