Key findings:
- Organizations who put customer feedback front and center are better equipped -- across a wide range of measures -- to keep up with fast-paced needs of their customers.
- But only half of CX professionals say customer feedback is a leading driver of their organization’s overall strategy.
- There is also a clear, unmet demand for real-time customer insights among CX professionals, with only one-third or fewer CX professionals strongly agreeing that their current tools satisfy critical needs for a CX solution.
- Agility is among the most important features for CX professionals, according to a MaxDiff analysis.
Only half of CX professionals say customer feedback is a leading driver of their organization’s overall strategy
The vast majority (94%) of CX professionals say customer feedback has at least some role in their organization's overall strategy, but are split between its level of priority:
- 51% say customer feedback is a leading driver
- 43% say customer feedback plays a role, but is not a top priority
This difference in attitude also affects growth and revenue - 63% of CX professionals whose organization's strategy is centered around customer feedback strongly agree that customer feedback is a main contributor to their organization’s growth and revenue, compared to only 25% of those in organizations where customer feedback plays a secondary role.
Organizations who put customer feedback front and center are better equipped to keep up with fast-paced needs of their customers
CX professionals are more optimistic about their organization’s agility in addressing key initiatives when customer feedback is a top priority. Confidence in their organization in gathering customer insights fast enough to improve NPS, customer churn, and anticipate customer needs and trends is lower across board where customer feedback plays a limited role.
| How much do you agree or disagree that your organization gathers customer insights fast enough to… | Customer feedback is a leading driver of my organization’s overall strategy (% strongly agree) | Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority (% strongly agree) | Gap |
| Improve Net Promoter Scores NPS | 45% | 16% | +29% |
| Be proactive in addressing CX issues | 50% | 25% | +25% |
| Close the loop with customers in real time | 49% | 24% | +25% |
| Anticipate shifting consumer needs and preferences | 52% | 30% | +22% |
| Adapt during times of disruption | 51% | 29% | +22% |
| Inform strategic business decisions | 47% | 25% | +22% |
| Understand the impact of customer initiatives and campaigns | 52% | 31% | +21% |
| Get ahead of customer churn | 40% | 21% | +19% |
| Drive company wide digital transformation | 45% | 26% | +19% |
| Address acquisition costs | 39% | 21% | +18% |
| Inform product or service improvements | 51% | 33% | +18% |
| Be on the forefront of consumer trends | 44% | 29% | +15% |
There is unmet demand for real-time customer insights among CX professionals
3 in 5 (61%) CX professionals say that real-time customer insights are very important to their organization, but only 1 in 3 (32%) strongly agree that their current CX solution is able to meet their needs. Confidence in existing tools is low, with only one-third or fewer CX professionals strongly agreeing that their current tools:
- Receive frequent updates and improvements (33%)
- Can be used by employees with various levels of technical expertise (32%)
- Can be quickly set up and deployed (31%)
- Provide data and insights that can be easily shared with other teams (31%)
- Can be customized to address a wide range of use cases (29%)
- Is easy to maintain and troubleshoot (26%)
Agility among the most important features in a CX solution
Ease of use and security are the most important features that CX professionals look for in a CX solution, according to a MaxDiff analysis. The need for agile solutions is clear: speed of insights, and customization and flexibility of work flows are also among the most desired-features, highlighting the demand for solutions to accommodate the fast-paced needs within CX.
MaxDiff Analysis: CX Solution Features
Read more about our polling methodology here.
How satisfied are you with your organization’s current customer experience (CX) solutions?
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET satisfied 92%95%90%Very satisfied 37%46%30%Somewhat satisfied 54%49%61%NET dissatisfied 8%5%10%Somewhat dissatisfied 6%4%7%Very dissatisfied 2%1%3%No answer 0%0%0%Question wording: How satisfied are you with your organization’s current customer experience (CX) solutions?Survey dates: –Would you say that your organization’s business growth is primarily driven by:
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 Marketing 6%7%5%Product 14%15%12%Sales 24%17%29%Customers 56%60%54%No answer 0%0%0%Question wording: Would you say that your organization’s business growth is primarily driven by:Survey dates: –How much do you agree or disagree that customer feedback is a main contributor to your organization’s growth and revenue?
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 88%96%86%Strongly agree 44%63%25%Somewhat agree 44%33%61%NET disagree 12%4%14%Somewhat disagree 10%3%13%Strongly disagree 2%1%1%No answer 0%0%0%Question wording: How much do you agree or disagree that customer feedback is a main contributor to your organization’s growth and revenue?Survey dates: –Which best describes the role of customer feedback in your organization’s overall strategy?
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 Customer feedback is a leading driver of my organization’s overall strategy 51%100%0%Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority 43%0%100%Customer feedback is not a priority of my organization’s overall strategy 6%0%0%No answer 0%0%0%Question wording: Which best describes the role of customer feedback in your organization’s overall strategy?Survey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Adapt during times of disruption
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 87%92%86%Strongly agree 39%51%29%Somewhat agree 48%41%57%NET disagree 13%8%14%Somewhat disagree 10%7%13%Strongly disagree 3%1%1%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Adapt during times of disruptionSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Address acquisition costs
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 81%87%79%Strongly agree 29%39%21%Somewhat agree 52%48%58%NET disagree 19%13%21%Somewhat disagree 16%12%20%Strongly disagree 3%1%1%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Address acquisition costsSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Anticipate shifting consumer needs and preferences
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 87%89%89%Strongly agree 40%52%30%Somewhat agree 47%37%60%NET disagree 13%11%10%Somewhat disagree 11%10%10%Strongly disagree 2%1%0%No answer 0%0%1%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Anticipate shifting consumer needs and preferencesSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Be on the forefront of consumer trends
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 81%82%85%Strongly agree 36%44%29%Somewhat agree 46%38%56%NET disagree 18%17%15%Somewhat disagree 13%12%12%Strongly disagree 6%5%3%No answer 0%1%0%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Be on the forefront of consumer trendsSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Be proactive in addressing CX issues
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 79%87%79%Strongly agree 37%50%25%Somewhat agree 43%37%54%NET disagree 20%13%21%Somewhat disagree 16%10%19%Strongly disagree 4%3%2%No answer 0%1%0%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Be proactive in addressing CX issuesSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Close the loop with customers in realtime
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 85%89%85%Strongly agree 36%49%24%Somewhat agree 49%40%61%NET disagree 15%11%15%Somewhat disagree 11%7%13%Strongly disagree 4%4%2%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Close the loop with customers in realtimeSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Drive companywide digital transformation
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 76%78%76%Strongly agree 34%45%26%Somewhat agree 41%34%50%NET disagree 24%22%24%Somewhat disagree 20%19%21%Strongly disagree 4%3%3%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Drive companywide digital transformationSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Get ahead of customer churn
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 80%87%80%Strongly agree 30%40%21%Somewhat agree 50%46%59%NET disagree 19%13%20%Somewhat disagree 14%10%18%Strongly disagree 5%3%3%No answer 0%1%0%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Get ahead of customer churnSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Improve Net Promoter Scores NPS
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 76%82%72%Strongly agree 30%45%16%Somewhat agree 46%37%56%NET disagree 24%18%27%Somewhat disagree 20%16%25%Strongly disagree 4%1%3%No answer 0%0%1%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Improve Net Promoter Scores NPSSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Inform product or service improvements
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 87%90%89%Strongly agree 41%51%33%Somewhat agree 46%39%56%NET disagree 13%10%11%Somewhat disagree 10%8%11%Strongly disagree 3%2%0%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Inform product or service improvementsSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Inform strategic business decisions
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 86%90%86%Strongly agree 36%47%25%Somewhat agree 50%43%61%NET disagree 14%10%14%Somewhat disagree 10%7%12%Strongly disagree 3%3%2%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Inform strategic business decisionsSurvey dates: –How much do you agree or disagree that your organization gathers customer insights fast enough to…-Understand the impact of customer initiatives and campaigns
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 87%90%88%Strongly agree 40%52%31%Somewhat agree 46%37%57%NET disagree 13%10%11%Somewhat disagree 10%8%11%Strongly disagree 3%2%1%No answer 0%0%1%Question wording: How much do you agree or disagree that your organization gathers customer insights fast enough to…-Understand the impact of customer initiatives and campaignsSurvey dates: –How much do you agree or disagree that your organization has CX solutions in place to obtain real-time customer insights?
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 83%89%82%Strongly agree 32%46%18%Somewhat agree 51%43%64%NET disagree 17%11%18%Somewhat disagree 14%10%18%Strongly disagree 3%1%1%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization has CX solutions in place to obtain real-time customer insights?Survey dates: –How much do you agree or disagree that your organization’s current CX tools:-Can be customized to address a wide range of use cases
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 80%87%79%Strongly agree 29%40%19%Somewhat agree 51%47%60%NET disagree 19%12%21%Somewhat disagree 16%9%19%Strongly disagree 3%3%2%No answer 1%1%0%Question wording: How much do you agree or disagree that your organization’s current CX tools:-Can be customized to address a wide range of use casesSurvey dates: –How important is it for your organization to have real-time customer insights?
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 90%98%90%Strongly agree 61%83%44%Somewhat agree 29%15%46%NET disagree 10%2%10%Not too important 7%1%8%Not important at all 2%1%2%No answer 0%0%0%Question wording: How important is it for your organization to have real-time customer insights?Survey dates: –How much do you agree or disagree that your organization’s current CX tools:-Can be quickly set up and deployed
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 81%90%75%Strongly agree 31%41%21%Somewhat agree 50%49%54%NET disagree 19%10%25%Somewhat disagree 17%8%25%Strongly disagree 2%1%0%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization’s current CX tools:-Can be quickly set up and deployedSurvey dates: –How much do you agree or disagree that your organization’s current CX tools:-Can be used by employees with various levels of technical expertise
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 81%88%76%Strongly agree 32%41%23%Somewhat agree 49%47%54%NET disagree 19%11%24%Somewhat disagree 15%7%23%Strongly disagree 3%4%1%No answer 0%1%0%Question wording: How much do you agree or disagree that your organization’s current CX tools:-Can be used by employees with various levels of technical expertiseSurvey dates: –How much do you agree or disagree that your organization’s current CX tools:-Is easy to maintain and troubleshoot
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 79%86%75%Strongly agree 26%37%15%Somewhat agree 53%49%61%NET disagree 20%13%23%Somewhat disagree 17%10%21%Strongly disagree 3%3%2%No answer 1%1%2%Question wording: How much do you agree or disagree that your organization’s current CX tools:-Is easy to maintain and troubleshootSurvey dates: –How much do you agree or disagree that your organization’s current CX tools:-Provide data and insights that can be easily shared with other teams
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 83%84%87%Strongly agree 31%40%24%Somewhat agree 52%44%63%NET disagree 17%16%13%Somewhat disagree 14%13%13%Strongly disagree 3%2%0%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization’s current CX tools:-Provide data and insights that can be easily shared with other teamsSurvey dates: –How much do you agree or disagree that your organization’s current CX tools:-Receive frequent updates and improvements
Which best describes the role of customer feedback in your organization’s overall strategy? Answer Total Customer feedback is a leading driver of my organization’s overall strategy Customer feedback is plays a role in my organization’s overall strategy, but is not a top priority Unweighted N 263 134 114 NET agree 81%88%78%Strongly agree 33%43%24%Somewhat agree 48%46%54%NET disagree 19%12%22%Somewhat disagree 15%9%20%Strongly disagree 3%3%2%No answer 0%0%0%Question wording: How much do you agree or disagree that your organization’s current CX tools:-Receive frequent updates and improvementsSurvey dates: –
