In early 2020 Aberdeen surveyed 405 customer experience (CX) leaders around the world, across different industries, and within companies of all sizes. The survey revealed that 78% of companies are not satisfied with their ability to use customer data to achieve their objectives. When asked why they struggle using CX data, firms cited insufficient data. Ironically, the same survey revealed that one out of two businesses use at least 10 channels (e.g., web, email, social media, phone) in their CX activities. While companies have a wealth of insights at their disposal, outdated technologies and lagging processes hinder use of data in CX programs. In fact, the second top challenge cited by respondents was poor data quality or, in other words, the data available not being relevant or timely for employees to use in their activities.
This thought-provoking knowledge brief from Aberdeen demonstrates how building a unified view of customer and CX data access across all sources can transform your results