“The 2022-23 UK Customer Experience Decision-Makers’ Guide” is based on research with 218 UK organisations and 1,000+ interviews with UK consumers. 


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Report key findings and contents


Key findings:


How Important is Customer Experience to Organisations?


More than half of UK businesses say that customer experience, rather than price or quality, is the main factor upon which they wish to compete.



CX Budget, ROI & Investment


The primary purpose of CX improvements was said to be lowering customer service costs. Improving customer retention rates was also rated highly.


43% of CX investment is being spent on technology, with 29% on business process improvements and 19% on employee training.


Digital channels take up 52% of CX investments, with telephony accounting for 38% and physical stores only 3%.



Technology and Customer Experience


The issue of legacy technology holding back customer experience is reported to be a major problem by 45% of survey respondents, despite the recent large-scale move to cloud.


Web chat, an omnichannel interaction hub and web self-service are the technologies reported to have the greatest positive impact on CX.


In terms of intended new implementations in the next 12 months, AI dominates, with web chat and interaction analytics also receiving serious interest.



What Does CX Mean to a Customer?


First-contact resolution is clearly seen as being the most important factor impacting upon customer experience, with 54% of respondents ranking it in first place, and a further 36% placing it within the top three. A short wait time is also seen as being indicative of a positive customer experience.


Customers were much more strongly in favour of speaking to a human employee than businesses believe, with 72% preferring human interaction and only 13% choosing automated self-service.


The report looked at which channels customers prefer to use, depending upon whether the issue is emotional, urgent or complex. High-emotion issues (including complaints) saw a high level of email, urgent issues were often handled by self-service or phone, and complex issues used phone, email and physical visits to the office or branch.



CX Benchmarking


Email (35%) and live agents (21%) were the most popular ways of gathering customer feedback.


On average, 10.7% of telephone calls received by a contact centre were complaints, which is the highest on record. However, 82% of these were not about the contact centre itself (or its staff), but rather failures of process elsewhere in the organisation.


Only 2% of businesses do nothing when made aware that a customer is dissatisfied.


The average NPS score is 49. 44% of survey respondents report missing their target quality scores, and 46% have a lower customer satisfaction score than their target.


Despite first-contact resolution rate being reported as the key to driving positive customer experience, only 7% of businesses stated that it was the CX metric considered most important by the senior management team.



CX Future Strategy


The most important factor determining the future success of the CX programme was not technology-related, but rather a requirement for the continuing and strengthening of executives’ commitment to improving customer experience.




Report contents:


Introduction and Methodology

Supplier Directory

How Important is Customer Experience to Organisations?

  • How Do Organisations Compete?
  • CX Governance

Remote Working


CX Budget, ROI & Investment

  • Main Aims of the CX Improvement Programme
  • CX Investment: People, Process, Technology
  • CX Investment: Channel Focus
  • Corporate Support for the CX Programme


  • Current and Future Use of Customer Contact Technology
  • Effect of Technology on the Customer Experience
  • Are Technology Issues Holding Back Customer Experience?
  • Does CX Technology affect customer experience?
  • The Role of Analytics in Customer Experience
  • Current and Expected Usage of Video

What Does CX Mean to a Customer?

  • The View from the Business
  • The View from the Customer
  • First-Contact Resolution Rates & Customer Experience

Omnichannel and the Customer Experience

  • Live or Automation?
  • The View from the Business
  • The View from the Customer
  • Omnichannel: the consumer’s choice
  • High Emotion Interactions
  • High Urgency Interactions
  • High Complexity Interactions

CX Benchmarking

  • Customer Surveys
  • Employee Feedback
  • Complaint Analysis
  • Speech Analytics
  • Voice of the Customer Analytics
  • Mystery Shopping
  • The Use of CX Benchmarking Methods

CX Future Strategy

  • The Importance of CX Developments
  • Conclusion: CX Strategies


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