Building the World's Largest Community of CX Professionals

Learn More
CX research studies

New Research from Glassbox, Talkdesk, UserTesting, Clickatell, and 3radical

Findings Look Into CX Strategy, Brands and Gen Z, Human-Driven Insight, Chat Technology, and Brand Messaging

  • Share

In this roundup of new research: Glassbox uncovers business sentiment on CX strategies; Talkdesk reveals how brands can reach elusive Gen Z; UserTesting affirms the primacy of human insight in CX; Clickatell presents a case for chat-to-pay technology; and 3radical discloses how most consumers really feel about brand messaging. Details follow below.

Glassbox: Few Executives Have Clear Digital CX Strategy

A new report from Glassbox, the Israeli provider of solutions for optimizing CX, shows that while most business leaders say an excellent digital CX is no longer an option but a “must” for companies today, less than half of all executives possess a clear digital CX strategy.

In a survey of 400 US-based executives from various industries, 84% agreed that delivering superior CX is critically important for companies to edge out competitors and to survive. Excellent CX can be a competitive differentiator of significance, as essential to the success of a company as its products, services, and pricing, the report adds. Business leaders also believe in the connection between digital CX and profitability: 77% say investing in digital CX can improve business performance.

Despite these high numbers, only 38% of executives have clearly defined goals and strategies for digital CX, and just 34% of business leaders are confident that their digital experiences are personalized optimally. The top barriers to long-term digital CX success include privacy and security (69%), legacy analytics practices (66%), talent retention (65%), and cross-team collaboration (65%). Effective implementation of a digital CX strategy is challenging for any company, the report notes, but correct technology and proper organizational alignment can have a significant positive impact.

Talkdesk: How Brands Can Reach Gen Z

Fresh research from Talkdesk, the San Francisco-based provider of a cloud contact center platform, shows how companies can build more meaningful relationships with Gen Z consumers, a segment coveted by brands for its growing social influence and buying power.

The members of Gen Z, according to the research, are notable for professing few brand loyalties amid their changing preferences in brand relationships and engagement. And when connecting with companies, Gen Z consumers have little desire to use a phone to interact with customer service, preferring instead to engage via social media and artificial intelligence (AI)-powered tech, such as virtual chat or voice support.

What matters to Gen Z consumers and will win their loyalty, however, is speed and ease in resolving issues. And because Gen Z prefers a multichannel approach to communication, the research suggests that CX leaders think beyond channel siloes and instead make omnichannel engagement, intelligent self-service, and agent enablement the essential blocks in building and maintaining relationships with Gen Z.  

UserTesting: Demand is High for Human Insight

UserTesting, the San Francisco-based provider of a human-insight-centered platform, says in a newly released report that global demand is high for human—not machine-powered—insights, but that the lack of time, resources, and organizational support impedes human-driven CX initiatives.

In its annual 2022 CX Industry Report, UserTesting notes a 39% increase since 2020 in the number of companies possessing their own dedicated team of user experience (UX) and CX researchers. Nonetheless, a majority of these teams say they are inundated and unable to take on more work, preventing them from advancing in knowledge and gaining more insight in the CX field. And while many organizations cite improved CX offerings compared to levels last year, the progress has not translated into fully executed CX strategies.

Expectations and reality are also not aligned, with many business leaders considering CX as both a solution and a challenge. Janelle Estes, chief insights officer at UserTesting, says that while more executives see the value of including customer feedback in the decision-making process, companies still find it challenging to operationalize their CX strategies. “When organizations fail to listen to their customers and are unable to put themselves in their customers’ shoes, they risk missing out on opportunities to grow their business and strengthen their product and experiences,” says Estes.

Clickatell: Chat-to-Pay is The New Customer Payment Process

New findings from Clickatell, the provider of mobile messaging solutions headquartered in Redwood City, California, show that chat-to-pay technology is gaining traction by helping customer teams process payments and meet revenue goals more easily. Following a survey of more than 340 senior business leaders in the US, executives say chat can replace antiquated payment technology, such as billing by invoice or accepting payment through credit cards, to boost agent efficiency and enhance customer engagement.

Pieter de Villiers, co-founder and CEO at Clickatell, says that while the revenue-generating responsibilities of customer service departments have increased significantly, many of their technical capabilities have not been upgraded. “With rising revenue expectations should also come the tools and investments that help customer service departments meet them,” Villiers says. “Chat commerce, providing seamless and secure engagement and transactions, allows representatives to support customers along their entire path to purchase, while also encouraging the opportunity for increased sales.” 

The benefits in using chat with customers include faster response times, convenience for customers, and reduced call center costs, the report notes. Among customer service leaders, 88% agree that their teams would benefit by using chat channels for payments, and 97% believe that a good return on investment (ROI) is assured as chat investments pay for themselves.

3radical: Most Consumers Feel Brand Messaging is Irrelevant

3radical, the provider of audience engagement and data acquisition solutions headquartered in Bristol, England, says in a recently released report that consumers do not feel brands provide them with relevant or effective messaging for their digital shopping journeys, contrary to what brands believe. Polling consumers in the US, UK, and Singapore after the 2021 holiday season ended, the report also says consumers are not willing to share personal data if they do not receive something of value in exchange.

Among survey respondents, 52% profess frustration at receiving communications and offers not relevant to them. Moreover, 42% say they feel less inclined to shop with brands that do not tailor their messaging, compared to 54% who would exchange their data for personalized offers and promotions. Almost three-quarters, or 74%, have no qualms about sharing demographic data like age and gender, but 23% feel acute discomfort with sharing any kind of personal data, the findings indicate.

Consumers today are also less interested in cash rewards than a year ago, instead preferring personalized promotions and shopping experiences, notes Michael D. Fisher, CEO at 3radical. “This is significant enough for brands to take note,” Fisher says. “While new customers may be brought in with discounts or rewards, retaining these customers will be all about the personalized experience.”

Report Ad - Customer Insights & Feedback 300x250

Latest Research

Customer Insights & Feedback

Market Drivers and Barriers, Key Industry Players, Market Sizing and Forecasts, and Case Studies

omnichannel customer engagement

Omnichannel Customer Engagement

Case Studies, Market Drivers, Market Barriers, and Best Practices for the Adoption of Omnichannel Engagement Strategies and Software

CX for contact centers

CX for Contact Centers

Case Studies, Market Drivers and Barriers, and Market Sizing and Forecasts Focused on the Adoption of CX Platforms and Applications in Contact Centers

CX Market Ecosystem

150 Key Players and Industry Participants Providing Offerings in Customer Data & Analytics, Customer Relationship Management, Contact Center, Personalization & Optimization, Customer Insights & Feedback, and Employee Experience

Report Ad - Customer Insights & Feedback 300x250

Related Articles

Customer reviews and feedback

InMoment Acquires ReviewTrackers

InMoment, a provider of experience improvement (XI) solutions, has completed an acquisition of ReviewTrackers, a customer review management and software company. The purchase will enhance InMoment’s ability to offer a platform that can ingest…

Read More
Hotel customer experience

Two Hotel Chains Turn to CX Technologies to Improve Guest Experience

The ability to provide positive experiences for customers along digital and in-person touchpoints over the entire customer journey, from research and booking to check-in and boarding, to hotel departure and more, has always been a challenging task…

Read More
Customer experience technology partnership

QuestionPro Partners with Acquis Cortico-X

QuestionPro and Acquis Cortico-X announced a collaboration to offer products and strategic services aimed at helping companies measure, discern insights, and take action from their data. Acquis Cortico-X is the experience transformation arm of…

Read More
Customer experience research studies

New CX Research from Forrester, Sprinklr, WSO2, Lilt, and NICE

In this roundup of new research, the reports all zero in on the one indispensable component of CX—the customer—whose experience is measured to give rise to Forrester’s US CX Index ranking, and is the object of inquiry in Sprinklr’s…

Read More
More related articles