Ninth Annual UserTesting CX Survey Reveals a Surge in Demand for Human Insight to Drive Customer Empathy and Understanding
March 31 2022 - 8:00AM
Business Wire
Report finds that customer experience is a top
investment area for 78 percent of executives
Seventy six percent of executives note that
customer feedback should be used to inform every customer
decision
UserTesting (NYSE: USER), a leader in video-based human insight,
today released the 2022 CX Industry Report that reveals a strong
global demand for actionable human insight across every industry
and every size organization as customers’ needs and expectations
continue to evolve and grow. Accessing customer perspectives to
stay relevant and competitive is now a requirement for business
success.
When surveyed about their top priorities for the year,
executives overwhelmingly reported that addressing market changes
related to the pandemic was a top priority for them, jumping to 65
percent, a 35 percent increase over last year. One strong
indication for how executives plan to address this priority is
looking to customer experience to stay competitive and grow.
Although the survey found that executives and employees are
enthusiastic about making customer empathy a part of their regular
business processes, a lack of time, resources and organizational
support continue to be key obstacles. Teams can’t meet the demand
for human insight if their organizations aren’t structured to
operationalize the strategy, and that’s where executives come into
play. Organizations are relying on executive leadership to help
address that last mile of the CX maturity journey.
The 2022 CX Industry Report revealed three key trends
influencing the future of customer experience and human
insight:
- Human insight is in high demand A better understanding
of the customer has never been more important. Human insight plays
a pivotal role in not only creating better customer experiences but
helping organizations develop better products and services. The
value of human insight is clear as the research revealed that
having a dedicated team for UX and CX research increased by 39
percent since 2020. Despite this growth, UX and CX researchers
reported that they don’t have the capacity to take on more work.
Less than half (44 percent) say that they can keep up with the
requests they get for research projects, which aligns with what
other teams report as well. A lack of time, resources, and feedback
platform were the key roadblocks for these teams when it comes to
gaining human insight.
- Improving CX maturity hasn’t translated into execution
(yet) Meeting the demand for human insight has been challenging
but despite this, many organizations reported that they have been
improving their CX maturity. Since first being asked in 2020 how
mature their organizations were when it came to providing great CX,
teams have consistently reported improvements year over year, with
a 50 percent improvement between 2020 and 2022. However, the
improvements in maturity don’t lead to fully executed CX
strategies. Less than 50 percent of all marketers, designers, and
product teams reported that they’re regularly getting feedback on
key experiences they create.
- CX is both a solution and a challenge for many
executives Executives recognize the value of human insight to
create great customer experiences—seventy-eight percent of
executives noted that CX is a top area of investment for them.
However, expectations and reality are not yet aligned. It was found
that 80 percent of executives say they have a strategy in place to
improve customer experience, yet only 19 percent of respondents
would describe their organization as “Visionary” when it comes to
CX maturity. Although executives may think they have a strategy and
investment plan in place to help them compete based on CX, their
teams are reporting otherwise.
“It is encouraging that more executives see the value of
including customer feedback in the decision making process, yet
it’s equally disconcerting that companies are challenged with being
able to truly operationalize their customer experience strategies,”
said Janelle Estes, chief insights officer at UserTesting. “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.”
To access the full UserTesting 2022 CX Industry Report, click
here.
Methodology and survey results In this ninth annual
Customer Experience Industry Survey, we asked over 5,100
professionals from around the world across a wide variety of
industries how their organizations are approaching customer
experience and conducting CX research.
About UserTesting UserTesting (NYSE: USER) has
fundamentally changed the way organizations get insights from
customers with fast, opt-in feedback and experience capture
technology. The UserTesting® Human Insight Platform taps into our
global network of real people and generates video-based recorded
experiences, so anyone in an organization can directly ask
questions, hear what users say, see what they mean, and understand
what it’s actually like to be a customer. Unlike approaches that
track user behavior then try to infer what that behavior means,
UserTesting reduces guesswork and brings customer experience data
to life with human insight. UserTesting has more than 2,300
customers, including more than half of the world’s top 100 most
valuable brands according to Forbes. UserTesting is headquartered
in San Francisco, California. To learn more, visit
www.usertesting.com.
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UserTesting, Inc. Chris Halcon 415-699-0553
chalcon@usertesting.com
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