“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?
Remote Working
CX Budget, ROI & Investment
Technology
What Does CX Mean to a Customer?
Omnichannel and the Customer Experience
CX Benchmarking
CX Future Strategy
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