“The 2022-23 US Customer Experience Decision-Makers’ Guide” is based on research with 184 US organizations and 1,000+ interviews with US consumers. 


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Report key findings and contents


Key findings:


How Important is Customer Experience to Organizations?


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



CX Budget, ROI & Investment


The primary purpose of CX improvements was said to be improving customer retention rates. Getting new customers was also rated highly.


34% of CX investment is being spent on technology, with 27% on business process improvements and 20% on employee training.


Digital channels take up 57% of CX investments, with telephony accounting for 26% and physical stores only 6%.



Technology and Customer Experience


The issue of legacy technology holding back customer experience is reported to be a major problem by 46% of survey respondents, despite the recent large-scale move to cloud.


Web chat, interaction analytics 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, web chat, messaging and interaction analytics are 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 42% of respondents ranking it in first place, and a further 39% 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 favor of speaking to a human employee than businesses believe, with 74% preferring human interaction and only 14% 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  telephony, urgent issues were often handled by self-service or phone, and complex issues needed the phone or physical visits to the office or branch.



CX Benchmarking


Email (48%) and IVR (17%) were the most popular ways of gathering customer feedback.


On average, 15% of telephone calls received by a contact center were complaints, which is the highest on record. However, 87% of these were not about the contact center itself (or its staff), but rather failures of process elsewhere in the organization.


Only 8% of businesses do nothing when made aware that a customer is dissatisfied.


The average NPS score is 46. 48% of survey respondents report missing their target quality scores, and 73% 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 3% 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 program 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 Organizations?

  • How Do Organizations Compete?
  • CX Governance

Remote Working


CX Budget, ROI & Investment

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


  • 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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