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PREDICTION:
THE FUTURE
OF CX

Augmented Reality
Robot
  • Designing great customer experiences is getting more accessible with the rise of predictive analytics

  • Companies of all stripes have invested heavily in tools and technologies to help them understand their customers more deeply and to gain the advantages of superior customer experience (CX)

  • Yet leaders continue to rely on ageing survey-based measurement systems that, for decades have formed the backbone of CX efforts

  • The trouble is executives increasingly recognise that survey-based measurement systems fail to meet their companies' needs

  • From 260 US CX leaders:

    • 93% reported using a survey-based metric as their primary means of measuring CX performance

    • 15% of leaders said they were fully satisfied with how their company was measuring CX

    • 6% expressed confidence that their measurement system enables both strategic and tactical decision making

  • Today, companies can regularly, lawfully, and seamlessly collect smartphone and interaction data from across their customer, financial, and operations systems, yielding deep insights about the customers

  • Customers are reaping benefits:

    • Quick compensation for flight delays

    • Outreach from an insurance company when a patient is having trouble resolving a problem

  • The benefits extend far beyond the people typically thought of as "customers":

    • Members

    • Clients

    • Patients

    • Guests

    • Intermediaries

    • The benefits are not automatic

    • Those just starting will face stumbling blocks and organisational resistance

    • The CX programs of the future will be holistic, predictive, precise, and tied to business outcomes

    • Those who stick with the traditional systems will play catch-up in the future

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