Midsize companies are leveraging their customer feedback generally in more useful and sophisticated ways compared to other sizes of companies, ultimately driving better customer experience (CX), Metrigy’s Customer Insights & Analytics 2023-24 research study shows.
In this post, I’ll share Metrigy research on the midsize businesses, defined as companies with 500 to 2,000 employees that typically operates small and midsize contact centers. In this group, an average of 13% of the employees are contact center agents. The average number of agents is 109, with the minimum at two and the maximum at 900. They also have another 45 outsourced agents, on average, which equates to 5% of the employee population.
From my perspective, any technology adoption is only as good as the business value it delivers. When it comes to adding Voice of the Customer, or customer insights, programs, success is largely determined by the extent to which CX leaders act on the information. Metrigy’s research shows midsize businesses have better business metric improvements than average: Revenue increased by 9%; customer ratings improved by 9%; and employee productivity increased by 12%.
Digital channel shift for customer interactions
How companies interact with their customers, in and of itself, can affect customer satisfaction. Midsize organizations use 3.3 channels, slightly above the average of 3.2, but slightly lower than large companies, which use 3.4 channels. The midsize segment is moving more aggressively into digital channels than other sizes of companies—and they’re successful in doing so.
For example, midsize companies have the lowest percent of traffic originating in voice (40%), and the highest starting in video (19%) and chat (25%). Of the traffic that originates in channels other than voice, only 28% must be transferred to voice for resolution—notably lower than large companies, which must transfer 34% of their digital traffic to voice for resolution.
In fact, 40% of midsize organizations said the number of digital customer support interactions increased in 2022 vs. 2021, by an average of 21%. At the same time, 36% said their voice call duration has increased by 25%, driven primarily by the fact that calls now coming to live agents are more complex (because the easier ones are handled in self-service or digital channels) and require more time to handle. That said, when calls do come into live agent voice calls, midsize companies are more apt to use agent-assist pop-ups than their larger counterparts (34% vs. 28%).
Gathering customer feedback
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