CX Leaders Trends & Insights
An Execs In The Know Report Series
Introducing CX Leaders Trends & Insights: Consumer Edition, the next iteration of our long-standing, biannual CX industry research series.
The CX Leaders Trends & Insights Report Series, the successor of the long-standing CXMB Series, has been the go-to resource for industry knowledge and inspiration since 2012. Over the years, Execs In The Know (EITK) research has produced insights about the experiences, opinions, and perspectives of both consumers and corporate leaders, publishing on a bi-annual basis. In 2021, we revisited our approach to industry research with a complete rebranding, new elements suggested by our EITK community, and a new focus on practitioner insights. This new report series will still focus on consumer behavior and expectations using dynamic survey data, as well as corporate strategies and best practices, but will also infuse many of the views and opinions of experts within our community.
ENDLESS INSIGHTS & IDEAS
CX Leaders Trends & Insights provides in-depth insights into the experiences and perspectives of both consumers and practitioners alike, including commentary and analysis from Execs In The Know community members. The CX Leaders Trends & Insights Series is published twice yearly, including a fall Consumer Edition and a winter/spring Corporate Edition.
The Consumer Edition focuses on the experiences and opinions of consumers.
Special thanks to our edition sponsor, Zenerate, our distinguished partners and collaborators on this report. Zenerate’s commentary can be found on pages 6-9.
The Corporate Edition provides insight into the strategies and best practices of top brands.
Special thanks to our edition sponsor, Cresta, pioneers of real-time intelligence for customer conversations. Be sure to check out Cresta’s expert analysis on these results in the Sponsor Commentary.
As a part of the changing face of Execs In The Know’s CX industry research, CX Leaders Trends and Insights takes a fresh new approach to categorizing channels. Based on this new categorization, it is clear consumers are as open to Text-Based solutions as they are Voice-Based. But age plays a notable role in contact preference with those 44 years and younger preferring Text-Based solutions over Voice-Based by 2-to-1 (versus 3-to-4 for those 45 years and older).
Age isn’t the only factor that plays a role in channel preference. In fact, solution preferences are largely driven by ease and effectiveness (i.e., ability to resolve an issue or inquiry). Therefore, according to consumers, self-help and unassisted tools continue to get better based on their ability to resolve transactions and inquiries, steadily improving year-after-year since 2018.
A year into the pandemic and there are few consumers (16%) who felt their view or use of self-help or unassisted tools had been changed by the pandemic. But the reality is consumer behavior (and even contact center best practices) has changed more than most realize, especially given the strong shift to self-help and CX automation. Furthermore, consumers who said their view/use of self-help had changed were eight times more likely to plan on using self-help and unassisted tools “More Often” in the future.