Since 2015, COPC Inc. and Execs In The Know have published annual research findings about the customer experience in the United States. This research, known as the Customer Experience Management Benchmark (CXMB) Series, features two surveys per year — one focused on findings from consumers and the other based on insights from companies. Each version includes an executive summary along with a full report.
The Corporate Edition
The year’s Corporate Edition, The CX Journey: Understanding Corporate Strategies and Best Practices, provides customer experience management insights from the corporate perspective. A key finding is that companies have dramatically increased their use of artificial intelligence (AI)-powered solutions for customer service since 2017. Other findings include survey results on key topics such aligning brand culture and a customer-first strategy, and providing a consistent experience across customer service channels.
Key Survey Insights:
- Interest in and budget for AI-powered solutions for customer care expanded at a rapid pace year-over-year. In 2017, only 17 percent of brands had incorporated AI into their customer care business. In 2018, this rate nearly doubled to 30 percent.
- About half of all brands with AI-powered solutions are deploying both agent-assisting and customer-facing solutions.
- Fewer than half of the survey respondents claimed a cohesive alignment between their brand’s culture and their leadership’s customer-first strategy.
The Consumer Edition
This year’s Consumer Edition, Consumer Insights: CX — Understanding Consumer Experiences and Opinions, is based on extensive surveying of more than 30,000 consumers in the United States and covers a broad range of customer experience-related topics. This year’s report also features an entirely new section exploring consumers’ opinions and experiences as they relate to unassisted channels. Topics include resolution rates, satisfaction and opinions on artificial intelligence (AI)-powered solutions.
Key Survey Insights:
- The resolution rate of multichannel engagements remains high at 75%, yet satisfaction with the multichannel experience remains low at 57%.
- 66% of unassisted solution users are okay with being guided to such a solution as long as it resolves their issue, but only 24% of the same think the increased availability of unassisted solutions has improved their overall customer experience
- Perception of Interactive Care (e.g., online chat) as a channel of convenience continues to grow, with 30% of respondents naming it as the most convenient channel of care in 2018, up from 20% in 2015.