New State of CX study from SurveyMonkey shows major disconnect between CX and digital marketing pros and customers
Customer sentiments around AI, post-COVID-19 support, preferred feedback channels, and personalized experiences don’t live up to CX teams’ optimism
SAN MATEO, Calif. — June 23, 2023 — New data from SurveyMonkey, a global leader in online surveys and forms, reveals a drastic disconnect between consumers’ feelings and CX and digital marketing professionals’ perceptions about customer experiences. The analysis of 1,000 consumers and more than 600 CX and digital marketing industry professionals shows that they do not see eye to eye in four important areas: the value of AI, the level of post-COVID-19 support, consumers’ preferred feedback channels, and the amount of personalization they receive. The findings expose insights that can be used to transform how these professionals work and engage with consumers to provide a better experience and enable greater customer satisfaction.
Key differences include:
Despite CX teams expanding, 40% said customer experience is not a priority for leaders, who occasionally talk about CX but fail to act on it; and only 25% have a single CX leader who oversees and manages the entire customer journey.
The disconnect on these topics and others likely stems from a lack of information, with more than one out of three (35%) CX and digital marketing professionals saying they don’t have the customer data and insights they need, specifically in the consideration stage (57%), purchase stage (53%), and awareness stage (45%).
“Providing experiences that better align with consumer needs and expectations in 2023 and beyond starts with leveraging the right insights,” Marci Kirkpatrick, Customer Experience Program Director at SurveyMonkey. “The experience gap we’re seeing stems from limited knowledge across the entire customer journey. This 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 throughout their entire journey with a brand or company and explore best practices to optimize those experiences.”
A complete report of the research can be found here: https://www.surveymonkey.com/resources/lp/2023-state-of-cx-research-report/
SurveyMonkey also recently released similar research about consumer views on AI and CX. The full findings from this study can be found here: https://www.surveymonkey.com/resources/lp/cx-and-ai-report/
This SurveyMonkey study among customer experience professionals was conducted April 24-26, 2023, among 161 digital marketers and 442 customer experience professionals. Respondents were selected from an online panel.
The SurveyMonkey study among consumers was conducted on April 24, 2023 among a sample of 1,000 U.S. adults age 18+, with data weighted for age, race, sex, education, and geography using the Census Bureau’s American Community Survey to reflect the demographic composition of the United States, resulting in a modeled error estimate of +/- 3.5 percentage points. Respondents were selected from an online panel.
SurveyMonkey is a global leader in online surveys and forms that empowers people with the insights they need to make decisions with speed and confidence. Our fast, intuitive feedback management platform connects millions of users worldwide with real-time AI-powered insights that drive meaningful decisions. We provide answers to more than 20 million questions every day so that people and organizations can attract new audiences, delight customers, create advocates, and extend their competitive advantage in the marketplace. Our vision is to raise the bar for human experiences by amplifying individual voices. Learn more at surveymonkey.com.