Report: The Future of Customer Experience Insights

1412_FutureofCXInsights_COVERWe published a Temkin Group report, The Future of Customer Experience Insights. The report identifies five trends that will redefine the value and role of customer feedback and insights. Here’s the executive summary:

Although most organizations describe their voice of the customer program as a success, we’ve found that companies do not get nearly the value they should out of these efforts. VoC programs currently suffer from bloated surveys, isolated datasets, and outdated technology. Our research into leading practices uncovered five trends that will redefine how customer insights teams operate: 1) Deep empathy, not stacks of metrics, 2) Continuous insights, not periodic studies, 3) Customer journeys, not isolated interactions, 4) Useful prescriptions, not past descriptions, and 5) Enterprise intelligence, not customer feedback. As companies embrace these new capabilities, insights teams will need to build new skills. The report includes a readiness checklist for companies to assess their current customer insights efforts.

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Here’s an overview of the five customer insights trends:

5InsighteTrens

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The bottom line: It’s time to revamp your customer insights efforts.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

One thought on “Report: The Future of Customer Experience Insights”

  1. I found especially interesting the Insight: “continuous insights, not periodic studies.” Companies really need continuous feedback, so many hold onto customer descriptions that are no longer valid. In some cases, have not been valid for years! I have even found that some of my clients only look for data that backs up their customer descriptions, mostly as a protection against change.

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