Customer surveys fall short as a management tool for measuring CX performance and identifying and acting upon CX opportunities.
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Surveys increasingly need a comprehensive view of the entire customer journey and the ability to obtain deep grammar insight on what is driving customer experience
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They need immediate and individual signals to take action "at that moment".
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To create relevant experiences for each customer, they need to demonstrate that the experience enhancements they would like to invest in will result in positive ROI
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Four flaws of today's survey-based CX measurement systems:
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Limited - 7% of customer's voices are shared with CX leaders
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Reactive - 13% of CX leaders are confident that their organisation can take action on CX issues in near real-time
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Ambiguous - 16% of CX leaders think that surveys allow them to address route causes of performance
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Unfocused - 4% of CX leaders believe their CX measurement system enables them to calculate a decision's return on investment