SurveyMonkey Highlights 'CX Disconnect'

New data from SurveyMonkey has shown what the company calls a 'drastic disconnect' between how consumers feel and what CX and digital marketing professionals' perceive about customer experiences.

The study among CX professionals was conducted between April 24th and 26th among 161 digital marketers and 442 CX professionals, with respondents selected from an online panel; and the study among consumers was conducted on April 24th with a sample of 1,000 US adults aged over 18. The analysis showed that consumers and professionals do not agree in four areas: the value of AI, the level of post-COVID-19 support, consumers' preferred feedback channels, and the amount of personalization they receive.

Among CX and digital marketing professionals in the survey 86% said their customers receive a personalized experience all or most of the time throughout the entire customer journey; but just 8% of consumers felt that they received a consistently personalized experience, and 10% said that they never received a personalized experience. More than one out of three (35%) CX and digital marketing professionals said they don't have the customer data and insights they need, specifically in the consideration stage (57%), purchase stage (53%), and awareness stage (45%).

Marci Kirkpatrick, Customer Experience Program Director at SurveyMonkey, comments: 'Providing experiences that better align with consumer needs and expectations in 2023 and beyond starts with leveraging the right insights. The experience gap we're seeing stems from limited knowledge across the entire customer journey, which presents a significant opportunity for CX teams to further invest in initiatives that bring them closer to a deeper understanding of how customers perceive experiences with a brand or company and explore best practices to optimize those experiences'.

The full report can be found at www.surveymonkey.com/resources/lp/2023-state-of-cx-research-report .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.