In this roundup of five research-related stories, AllCloud outlines increasing middle-market use of Salesforce; Uberall evaluates hybrid CX; MIT SMR Connections sizes up artificial intelligence (AI); Macro 4 talks to UK utility customers; and Sorted urges an upgrade to the delivery experience.

Details follow below.

AllCloud: US Middle Market Increases Use of Salesforce

New research from AllCloud, the global services company for cloud enablement and transformation based in Denver, Colorado, shows that US middle-market companies have increasingly ramped up their use of Salesforce and its customer relationship management (CRM) platform since the COVID-19 pandemic began, with the companies in that market sector using Salesforce to improve CX instead of maximizing sales.

Findings from the research indicate that Salesforce during the last two years has catalyzed and propelled the growth of many US companies that belong to the middle market, a critical sector of the American economy comprising some 200,000 businesses that each report annual revenues ranging between $10 million and $1 billion. And for the members of this group, whose collective revenue of $6 trillion in 2019 made the sector the world’s third largest economy after the US and China, Salesforce was more important than ever to the success of their business. Two-thirds indicate that managing challenges in customer service is the principal reason middle-market companies have become dependent on Salesforce.

The AllCloud research also reveals a change in priorities among middle-market companies since 2020, with the primary goal for companies in all industries shifting to delivering better CX. As a result, middle-market companies now use Salesforce not so much to modify business processes—the rationale in the past—but more to support customer-centric initiatives, the report notes.

Uberall: Organizations Believe They Offer Suboptimal Hybrid Customer Journeys

Despite rising consumer preferences for a mix of both online and offline experiences in business, a new report reveals that nearly three out of four decision-makers believe their organizations are not up to the job, instead delivering suboptimal hybrid customer journeys without a well-integrated blend of both digital and in-person touchpoints.

Research from Uberall, a provider of hybrid CX solutions headquartered in Berlin, Germany, shows that while 72% of decision authorities express the desire for a platform that could address multiple marketing and CX needs, 70% deem their own CX solutions as being merely average or fair at best—or even being poor.  

In the construction of a seamless hybrid CX spanning both digital and physical channels, digital capabilities like QR codes, self-checkout, and contactless payment are more important than ever before, the report notes. Yet 73% of decision-makers believe implementation of digital capabilities in physical locations remains among the most challenging tasks of all. As a result, when assessing the ideal technology solution to support marketing and CX initiatives at physical stores, of critical importance is the ability to connect data and analytics from customer interactions and feedback collected throughout the customer journey, the report states.

MIT SMR Connections: AI is New Power Tool for CX Champions

A new report from MIT Sloan Management Review (SMR) Connections says AI is emerging as the power tool of CX, and that the champions of CX also often turn out to be ahead of the competition in their sophisticated use of AI and analytics. CX champions are also more than three times more likely to use AI throughout customer journeys—from research, to adoption, to ongoing engagement.

Findings from the research also show that tying CX strategy to a company’s digital strategy makes the biggest performance difference, ensuring the creation of enterprise-wide CX goals and key performance indicators (KPIs) that cascade through the organization. By elevating CX strategy to the level of corporate and digital strategy, CX champions can build highly empowered cross-functional or decentralized teams, boosting efficiency in operations.

Other findings show that large proportions of CX champions will also be adopting a range of CX tools within the next two years. For instance, AI-powered chatbots will be adopted by 81% of CX champions, personalization by 86%, and connected omnichannel experiences by 72%. The lion’s share of CX champions will be in IT and telecom companies, with the sector also being the most aggressive user of many CX technology tools.

The report, Delivering Experiences That Win Business and Build Loyalty: CX Champions Share Their Strategies, was sponsored by SAS, the North Carolina-based developer of statistical analysis software, and published at the Massachusetts Institute of Technology.

Macro 4: In UK, Digital Self-Service in Utilities Preferred Over Calling Customer Service

Digital self-service is now more popular in the UK than calling customer service, according to new research from Macro 4, the software and services specialist on optimizing business-critical applications headquartered in West Sussex, England. Approximately 60% of UK household water and energy customers prefer not to call customer service if they can use online tools to solve their problems, the research findings indicate. An even larger number, 72%, want online resources to be available so that customers can resolve questions on their own, instead of having to use the phone.

Despite the majority’s preference for self-service options, 91% of customers also say it is vital that they retain the ability to reach suppliers through their preferred method, whether by phone, email, social media, or text and messaging apps. Equally important, 93% emphasized that getting a quick response was important, regardless of whether contact was initiated digitally or through a phone call.

One area that can trigger phone calls to UK energy and water suppliers—and a source of customer frustration—is billing. Questions related to charges often arise, the findings reveal. Both energy and water customers also want more clarity on their charges. At least 31% of energy customers want their bills to be easier to understand; for water customers, the figure is lower but remains at a substantial 26%. Altogether, 73% say they scrutinize their bills on a regular basis to check for possible billing errors.

Sorted: Taking Delivery to the Next Level

A new report from Sorted, the provider of a delivery experience and management platform based in Manchester, England, says brands must take the delivery experience to the next level or risk being left behind.

In a test involving the measurement of 40 CX elements of significance, fashion retailers posted a high average customer journey score of 80.7 out of 100, backed by the fashion sector’s exemplary offerings to customers during the pre- and post-purchase stages. Fashion’s high score serves to put other industries on notice to exceed expectations and stand out in a crowded market, the report states. Sorted identifies the actions that retailers must take, such as using parcel tracking to reduce delivery failures.

Carmen Carey, CEO at Sorted, comments: “Consumers now have almost unlimited access to new brands and products, making loyalty hard to earn and even easier to lose. Since these findings demonstrate that delivery and returns is a strong area for fashion retailers, brands must take the delivery experience to the next level to separate themselves from others. Any lapse in progression or innovation in this space is likely to see you fall behind.”

The report is the first of its kind to chart the delivery experience and to uncover the science of unconscious online behavior, paving the way for a new view of the customer journey that considers the conscious and unconscious demands of the modern consumer.