2018客户体验行业报告_CX走向主流（英文版）_28页_710kb

CX Goes Mainstream - 2018 Industry Report Summary

Core Content

The Customer Experience Industry Report, 2018, highlights the growing importance of customer experience (CX) research across various industries. It outlines the current state and future trends in CX research, emphasizing the shift from a specialized function to a company-wide practice.

Main Themes

1. Great Customer Experience is Critical to Success

• 95% of executives believe great customer experience is essential to their organization's success.
• 89% of executives compete on the basis of customer experience.
• Executives may be overly optimistic about their CX quality, with 71% reporting their organization has a very good CX, while other roles are less likely to agree.

2. Strong Support for Democratizing CX Research

• 95% of executives believe CX research improves their products and services.
• 90% want to empower employees across the organization to conduct their own CX research.
• Even 71% of full-time UX researchers support this democratization, indicating a broader acceptance of non-specialist involvement in CX studies.

3. CX Research Expands Beyond Usability

• CX research is used for a wide range of purposes, including:
  • Understanding customer needs
  • Testing prototypes and sketches
  • Evaluating marketing messages and materials
  • Studying customer journeys
  • Benchmarking against competitors
• Emerging uses include analyzing customer behavior and lifestyles, and evaluating complex in-the-wild experiences.

4. CX Research Frequency and Budgets Continue to Increase

• Over half of companies reported an increase in CX research budgets in 2017.
• 55% of respondents expect an increase in the frequency of CX research in 2018.
• 3% expect a decrease in frequency, indicating a strong upward trend in CX research investment.

5. Too Much Emphasis on Quantitative Data

• 49% of respondents feel their company places too much emphasis on quantitative data.
• 75% of respondents have trouble explaining customer attitudes or behaviors found in surveys and analytics.
• 55% of A/B tests fail to produce statistically significant results, especially in high-tech and retail sectors.

6. AI is the Trend Most Likely to Impact CX

• Over 60% of respondents believe AI will be the most important trend affecting customer experience over the next five years.
• Voice interaction is second, with 53% of respondents citing it as impactful.
• Omnicannel experiences saw a significant decline in perceived impact, dropping to 26% from 42% in 2017.

Key Findings by Role

Product Organizations

• 67% of designers conduct most or all of the user research on their projects.
• 77% of companies increased their emphasis on design in 2017.
• Designers often struggle with proving the value of good design and balancing quantitative metrics with human insights.

Marketers

• Strongly agree that CX research improves marketing.
• 40% say quantitative data has too much influence in marketing.
• 55% of marketers report that their team is blamed for poor CX.
• 40% of companies conduct CX benchmarks, often against industry peers or best-in-class organizations.

Designers

• 67% of designers report difficulty in quantifying the value of good design.
• 67% feel their company puts too much emphasis on quantitative metrics.
• 67% of designers do not have trouble keeping up with agile development processes.

Market and UX Researchers

• Common challenges include:
  • Overload from research requests
  • Uncertainty about empowering non-researchers
  • Feeling undervalued
  • Research being completed before it's needed
• 55% of researchers say they can keep up with all research requests.
• 48% of researchers believe their company moves on before their research is completed.

Executives

• 35% of respondents believe everyone in the organization is responsible for CX.
• 20% of executives say their CX is terrible.
• 89% of executives have a strategy in place to drive CX, but there is a gap in perception between executives and other roles regarding CX quality.

Overall Insights

• CX research is now a necessary part of business decisions, not just a strategic advantage.
• There is a clear need for a company-wide culture of continuous CX research.
• Democratization of CX research is supported by most executives and researchers, with a growing trend of empowering non-specialists.
• Quantitative data is still widely used, but its limitations are increasingly recognized.
• AI and voice interaction are seen as the most impactful future trends for CX.
• Desktop platforms continue to dominate CX research despite the rise of mobile.

Conclusion

The report underscores the transformation of CX research from a niche activity to a core organizational function. Companies are investing more in CX research and expanding its scope, but challenges remain in integrating human insights into daily operations and aligning perceptions of CX quality across roles. The future of CX lies in democratizing research, leveraging AI, and balancing quantitative and qualitative data.