PREDICTION:
THE FUTURE
OF CX

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