By Megan Keup, Product Marketing Manager, CallMiner

The customer experience (CX) landscape is evolving, changing how businesses connect with consumers and redefining expectations at every touchpoint. The rise of AI, the abundance of data across channels, and the increasing expectation that organizations offer personalized omnichannel experiences are among the factors making the industry ripe for disruption. In fact, traditional CX workflows fail to solicit feedback in a personalized, timely manner – instead offering a reactive approach to feedback, such as asking for generic feedback after an in-person shopping experience.

Today’s modern organizations must get more out of their CX investments, including how to get quality feedback in a digital-first world using timely and personalized engagement methods. If the engagement method isn’t timely and personalized, organizations risk disjointed responses, which ultimately impacts CX.

The future of data collection for CX professionals

According to CMS Wire, “smart customer strategies are the secret sauce for businesses looking to win customer trust and deliver real-time experiences.” CMS Wire states that AI and machine learning are transforming customer data collection in the areas of predictive analytics, customer segmentation and real-time personalization.

Findings from CallMiner’s 2024 CX Landscape Report shows that CX leaders recognize the value in diverse data collection. Our research reveals organizations are increasingly less reliant on solicited feedback alone, suggesting they understand the value of using a variety of data sources to understand the voice of the customer. We found that organizations are using, on average, a greater number of different sources/types of data and are using these more extensively, with 25% of organizations collecting an equal amount of solicited and unsolicited customer feedback (compared to 20% in 2023).

Whitepaper

CallMiner CX Landscape Report: 2024

Discover how practitioners around the globe using data, analysis & AI to improve customer experience based on this landmark survey from CallMiner.

While CX professionals are using a greater number of data sources to make decisions, many have not adopted AI to assist with data analysis. Less than two thirds (60%) of CX professionals are using automated processes to analyze their CX data. Tools that enable the analysis of CX data at scale are crucial for empowering organizations to act quickly and remain competitive.

Combining surveys with conversation intelligence

Surveys, a core capability of CX programs, have the potential to identify pain points, measure the impact of initiatives, and track trends over time. However, they remain imperfect. While traditional survey capabilities are aimed at soliciting and collecting direct customer feedback – helping support data-driven decisions and personalized interactions – they are often sent to customers without a true understanding of any given interaction, meaning they are general and ask questions that lack important context of the true experience.

With CallMiner, organizations can gain greater insight into CX by leveraging conversation intelligence data alongside solicited feedback. With this information, CX leaders can improve survey design and create more personalized experiences. For example, with CallMiner, CX leaders can send surveys referencing specific customer challenges, such as an isolated payment issue, instead of a generic survey.

CallMiner delivers trusted results

With CallMiner, organizations can use conversation intelligence to inform their CX strategy. Here are a few results that our customers have seen since deploying CallMiner:

• The BPO Division of NTT improved CX for a financial services client after identifying areas of opportunity (ex: rebuttals, save attempts) in call flows, increasing retention rates by 8%.
• Foundever improved NPS by 5% and sentiment scores by nearly 10% for a large U.S. telecom company.
• Kelsey Seybold Clinic improved the patient experience by using conversation intelligence to identify agent coaching issues from process issues.
• Workhuman improved overall customer satisfaction by 0.4%, despite the increase in contact volume and drivers.

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