Growth oriented companies focus on CX data: Gartner


April 7, 2020 | By RetailME Bureau

Companies that have seen a positive revenue growth collect more customer experience (CX) data than non-growth companies, indicates a recent survey by research firm Gartner. The survey found that nearly 80% of growth organisations use customer surveys to collect CX data, compared with just 58% of non-growth organisations.

“There is a clear trend among growing companies to actively collect CX data using a wide variety of tools such as surveys, usability testing, focus groups and real-time analytics,” said Jessica Ekholm, research vice president at Gartner. “This is what we call the outside-in approach – the idea that customer value creation, customer orientation and CX will drive long-term business success.”

Customer surveys remain the most popular medium among both growth and non-growth organisations for collecting CX data, according to the Gartner survey. However, consumers are increasingly experiencing “survey fatigue.”

“Despite their widespread use, customer surveys have some flaws that limit their ability to collect quality CX data,” added Ekholm. “Recognising this, growth companies are beginning to use near- or real-time analytics, to complement or build upon the data collected from surveys.”

The use of near- and real-time analytics to collect CX data is a rising trend among growth companies, with 43% of product managers at growth companies using analytics to collect and analyse customer perception and sentiment data. This is compared with just 22% of product managers at non-growth companies.

Artificial intelligence (AI) technologies can help organisations gather real-time data about customers’ current issues and experiences. This data can then be used to predict the customer’s next move, proactively recommending features, solutions or actions that improve the customer journey.

The Gartner Changing Approaches to Product Development survey was conducted online between July and September 2019; 214 respondents were interviewed across the US, China, India, Canada, the U.K., France and Germany.

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



Jones the Grocer set to open its doors at Dubai’s newly launched 

Continue Reading

October 18, 2020 | By RetailME Bureau

Saudi-based operators of hypermarkets and supermarkets BinDawood Holding Company has completed the 

Continue Reading

October 16, 2020 | By RetailME Bureau

The regional food and grocery delivery app Talabat has announced the expansion 

Continue Reading

October 15, 2020 | By RetailME Bureau

Walmart is hiring 10,000 new employees in Canada for positions in stores 

Continue Reading

October 14, 2020 | By RetailME Bureau

British quality grocery retailer Waitrose & Partners launched its first e-commerce platform 

Continue Reading

October 11, 2020 | By RetailME Bureau

Saudi Arabia-based operator of hypermarkets and supermarkets BinDawood Holding has priced its 

Continue Reading

October 7, 2020 | By RetailME Bureau
Miguel Angel Povedano, chief commercial officer of Majid Al Futtaim – Retail

Majid Al Futtaim announces the launch of a customer insight platform, powered 

Continue Reading

October 7, 2020 | By RetailME Bureau
New Choithrams store opens at Emerald Court, Al Barsha

A new Choithrams store opens at Emerald Court, Al Barsha in Dubai 

Continue Reading

October 5, 2020 | By RetailME Bureau
Asda has new owners

Asda has new owners, as The Issa brothers and TDR Capital are 

Continue Reading

October 5, 2020 | By RetailME Bureau
Spinneys sees “dramatic changes” in shopping patterns

UAE-based supermarket chain Spinneys sees “dramatic changes” in shopping patterns since the 

Continue Reading

October 4, 2020 | By Rupkatha Bhowmick
Food Crowd is now delivering from farm to home

A new platform in the UAE, Food Crowd is now delivering from 

Continue Reading

October 1, 2020 | By RetailME Bureau
Eagle Hills Sharjah signs up Every Day Fresh Hypermarket

Eagle Hills Sharjah signs up Every Day Fresh Hypermarket to meet the 

Continue Reading

September 14, 2020 | By RetailME Bureau




Download Images RetailME Magazine