{"id":2120,"date":"2020-04-06T15:19:06","date_gmt":"2020-04-06T11:19:06","guid":{"rendered":"https:\/\/techxmedia.com\/?p=2120"},"modified":"2025-04-17T23:56:14","modified_gmt":"2025-04-17T19:56:14","slug":"growth-companies-more-actively-collecting-cx-data","status":"publish","type":"post","link":"https:\/\/techxmedia.com\/en\/growth-companies-more-actively-collecting-cx-data\/","title":{"rendered":"Growth Companies Are More Actively Collecting Customer Experience Data"},"content":{"rendered":"\n

Companies that have seen a positive revenue growth collect more customer experience (CX)<\/a> data than nongrowth companies, according to a recent survey by Gartner, Inc. The survey found that nearly 80% of growth organizations use customer surveys to collect CX data<\/a>, compared with just 58% of nongrowth organizations.<\/p>\n\n\n\n

\u201cThere is a clear trend among growing companies to actively collect CX data<\/a> using a wide variety of tools such as surveys, usability testing, focus groups and real-time analytics,\u201d said Jessica Ekholm<\/a>, research vice president at Gartner. \u201cThis is what we call the outside-in approach \u2014 the idea that customer value creation, customer orientation and CX will drive long-term business success.\u201d<\/p>\n\n\n\n

A growth organization is\ndefined as one that had positive revenue growth from 2018 to 2019 and is expected\nto have positive revenue growth from 2019 to 2020. A nongrowth organization had\nreportedly unchanged or declining revenue from 2018 to 2019, with the same\nexpected for 2019 to 2020.<\/p>\n\n\n\n

Customer Surveys\nUsed by Majority of Growth Organizations<\/strong><\/p>\n\n\n\n

Customer surveys remain the most\npopular medium among both growth and nongrowth organizations for collecting CX\ndata, according to the Gartner survey. While surveys can provide product\nmanagers with a baseline understanding of customer experiences and sentiment,\nthey do have some limitations.<\/p>\n\n\n\n

Consumers are increasingly\nexperiencing \u201csurvey fatigue,\u201d with research showing declining response rates\nfor each subsequent survey that a customer receives. Further, survey responses\nare often written in haste or provide ambiguous information, lowering the\nquality of the data collected. Surveys are also unable to surface real-time\ninformation.<\/p>\n\n\n\n

\u201cDespite their widespread use,\ncustomer surveys have some flaws that limit their ability to collect quality CX\ndata,\u201d said Ms. Ekholm. \u201cRecognizing this, growth companies are beginning to use\nnear- or real-time analytics, to complement or build upon the data collected\nfrom surveys.\u201d<\/p>\n\n\n\n

Real-Time Analytics Accelerate and\nDeepen CX Insights<\/strong><\/p>\n\n\n\n

The use of near- and real-time analytics<\/a> to\ncollect CX data is a rising trend among growth companies, with 43% of product\nmanagers at growth companies using analytics to collect and analyze customer\nperception and sentiment data. This is compared with just 22% of product\nmanagers at nongrowth companies.<\/p>\n\n\n\n

Artificial intelligence<\/a> (AI) technologies can help organizations gather real-time\ndata about customers\u2019 current issues and experiences. This data can then be\nused to predict the customer\u2019s next move, proactively recommending features,\nsolutions or actions that improve the customer journey.<\/p>\n\n\n\n

\u201cCompanies that leverage AI and\nnear- and real-time analytics applications to collect customer data will stand\nout as CX leaders in the next five to 10 years,\u201d said Ms. Ekholm.<\/p>\n","protected":false},"excerpt":{"rendered":"

Customer surveys remain the most popular medium among both growth and nongrowth organizations for collecting CX data, according to the Gartner survey. <\/p>\n","protected":false},"author":8,"featured_media":8973,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[147,150,26,957],"tags":[1084,190,1086,982,1085],"contributor":[],"class_list":["post-2120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","category-big-data","category-startups","category-women-in-tech","tag-cx_data","tag-gartner","tag-insights","tag-organizations","tag-real_time_analytics"],"featured_image_src":"https:\/\/techxmedia.com\/en\/wp-content\/uploads\/2020\/04\/Jessica-Ekholm-Companies-techxmedia.jpg","author_info":{"display_name":"News Desk","author_link":"https:\/\/techxmedia.com\/en\/author\/rabab\/"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/posts\/2120","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/comments?post=2120"}],"version-history":[{"count":0,"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/posts\/2120\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/media\/8973"}],"wp:attachment":[{"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/media?parent=2120"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/categories?post=2120"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/tags?post=2120"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/techxmedia.com\/en\/wp-json\/wp\/v2\/contributor?post=2120"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}