Customer Service

Many retailers don’t have data to boost customer experience

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October 14, 2022

More than half of retailers, 60%, aren't collecting enough data to boost the customer experience, with just 12% having an equal amount of solicited and unsolicited feedback insight, according to a CallMiner report.

The research also revealed 70% of contact center and customer experience decision makers realize improvements are needed in using data to enhance CX.

The CallMiner CX Landscape Report was conducted in partnership with Vanson Bourne, and focuses on how organizations are collecting and acting on customer data to effectively overcome challenges, maximize opportunities and drive better experiences.

"The CX industry is rapidly evolving. Businesses are navigating an increasingly complex technology market, while looking to meet changing customer expectations," Paul Bernard, president and CEO, CallMiner, said in a press release on the findings.

Additional findings include:

• Almost all respondents (96%) said organizations are using manual analysis to some extent, such as hand-coding feedback or aggregating data using Excel or PowerPoint. With so many still using manual processes, organizations aren't maximizing the potential of the data they're collecting.
• The majority (70%) said some improvements are needed to the ways their organizations use data to enhance CX. With only a portion (48%) actually recording calls and so few collecting an equal amount of solicited and unsolicited feedback, it's clear most don't have a complete view of CX.
• Six in 10 (60%) said organizations are unable to accurately track ROI regarding customer data and feedback all of the time, which could be holding them back from understanding the value of their CX efforts.
• While the majority (93%) of respondents report that their organizations use insight from the analysis of CX data to improve training, onboarding and coaching for customer service representatives, less than half (44%) are using unsolicited feedback sources to understand the experience of their employees.

"There are a lot of benefits to solicited feedback, like customer surveys, but they only provide a small window into any experience — whether it's from an employee or customer or both," Bernard said in the release. "It is critical for organizations to understand the value of both streams of feedback in developing a positive culture that creates richer experiences for employees and customers."