Skip to main content

Root your technology decisions in quantifiable, verifiable evidence — invest in a customer insights and analytics program.

Making uninformed decisions always introduces risk. Yet, CX leaders frequently decide on technologies, staffing, and operational processes absent the necessary data.

Take, for example, companies that promote and staff for digital-first interactions with their customers—without feedback about customer preferences or the analytics to show whether those channels improve business metrics. They could be wasting resources and risking customer satisfaction.

To ensure technology decisions are rooted in reality, CX leaders must invest in a customer insights and analytics program. They can leverage customer feedback by correlating it with key metrics, such as employee performance or specific Key Performance Indicators (KPIs), revenue, costs, and employee productivity to name a few.

Gathering Customer Insights

Companies can gather crucial information from their customers using a variety of methods, including interactive (1:1 interviews, focus groups, or live chat); responsive (survey tools, online reviews, SMS snap polls, social media, or kiosks); and implicit (website or call data statistics, artificial intelligence reports from sentiment analysis or Natural Language Processing).

When asked which are most valuable, those that involve direct interactions with customers, as opposed to passive methods including website statistics or IoT/embedded devices, rise to the top. The most valuable method is 1:1 conversations, cited by 24.8% of companies, followed by non-AI-enabled surveys (19.1%), AI-enabled surveys (11.5%), focus groups (10%), and live chat (8%), according to Metrigy’s Customer Insights and Analytics 2023-24 global research study of 579 companies.

Continue reading at

Robin Gareiss

Robin Gareiss is CEO and Principal Analyst at Metrigy, where she oversees research product development, conducts primary research, and advises leading enterprises, vendors, and carriers focusing on customer experience and engagement, digital transformation, and contact center.