UserTesting-2018年客户体验行业报告（英文）-2018-30页

CX Goes Mainstream: 2018 Industry Report Summary

Core Content

The 2018 Customer Experience (CX) Industry Report highlights a significant transformation in how businesses approach customer experience. CX is no longer a niche strategy but a core component of business success, with 95% of executives stating it is critical to their organization's success. This shift reflects a broader understanding of CX as a key business priority, comparable to revenue, product development, and sales.

Main Themes

• CX as a Strategic Imperative: CX has transitioned from a buzzword to a central part of business operations. Over 90% of executives say they compete based on customer experience, indicating its growing importance in the marketplace.
• Democratization of CX Research: Companies are increasingly empowering employees across all departments to conduct their own CX research, not just specialized teams. This trend is supported by 90% of executives, with even UX researchers showing support for non-researchers to run studies.
• CX Research Expands Beyond Usability: The scope of CX research is broadening to include customer needs, journeys, and behaviors. It is also being used for marketing content testing and benchmarking against competitors.
• CX Research Frequency and Budgets Rise: For the fifth consecutive year, CX research budgets have increased, with about half of companies reporting higher budgets. The expected increase in research frequency in 2018 is also notable, with 55% of respondents anticipating more CX research.
• Balancing Quantitative and Qualitative Insights: While quantitative data is widely used, there is concern about its limitations. About 49% of respondents say their company places too much emphasis on quantitative data, which often fails to explain customer behavior. Qualitative CX research is seen as a necessary complement.
• AI as a Future CX Trend: AI is recognized as the most impactful technology for CX over the next five years, with over 60% of respondents citing it. Voice interaction follows closely, while omnicannel experiences have seen a decline in perceived importance.

Key Findings

Great Customer Experience is Critical to Success

• 95% of executives believe great customer experience is critical to their success.
• Nearly 90% of executives say they compete on the basis of customer experience.
• Senior management tends to overestimate the quality of their CX compared to other roles.

Strong Support for Democratizing CX Research

• 95% of executives believe CX research improves products and services.
• 90% want to empower employees to conduct their own CX research.
• Even UX researchers support this trend, with 71% wanting non-researchers to run studies.

CX Research Grows Beyond Usability

• The top uses of CX research are understanding customer needs and testing prototypes.
• Emerging uses include studying customer journeys and benchmarking against competitors.
• Marketing teams also use CX research to evaluate offline and online marketing materials.

CX Research Frequency and Budgets Increase

• 50% of companies reported increased CX research budgets in 2017.
• 55% of respondents expect an increase in CX research frequency in 2018.
• Only 3% anticipate a decrease in frequency.

Too Much Emphasis on Quantitative Data?

• 49% of respondents say their company puts too much emphasis on quantitative data.
• Over 75% have trouble explaining customer attitudes or behaviors from surveys and analytics.
• A/B tests often fail to produce statistically significant results, with over half failing.

AI Leads CX Trends

• Over 60% of respondents consider AI the most important trend impacting CX.
• Voice interaction is the second most important.
• Omnicannel experiences have seen a drop in perceived importance, from 42% in 2017 to 26% in 2018.

Detailed Findings by Role

Product Organizations

• 2/3 of designers conduct most or all of the CX research on their projects.
• 77% of companies increased their emphasis on design in 2017.
• Designers report challenges in proving the value of good design and in time management within agile development.

Marketers

• Marketers strongly agree that CX research improves marketing.
• 40% of marketers say analytics and quantitative data have too much influence.
• Over half of marketers say they take the blame for poor CX.

Designers

• A majority of designers struggle to quantify the value of good design.
• They also report that their companies put too much emphasis on quantitative metrics.
• About two-thirds of designers don’t have trouble keeping up with agile development.

Market and UX Researchers

• Researchers face challenges including workload, empowerment of non-researchers, and feeling undervalued.
• Only a narrow majority (52%) believe they can keep up with research demand.
• Almost half (47%) feel their research is often outdated by the time it is completed.

Executives

• Executives are generally positive about CX, with most having a strategy in place.
• However, some express uncertainty about their CX performance, with 20% saying it is terrible.
• 35% of respondents believe everyone in the organization is responsible for CX.

Conclusion

The report underscores a shift in the CX landscape, where research is now a fundamental part of business decision-making and not just a strategic advantage. The democratization of CX research is gaining momentum, with more teams empowered to collect insights. Despite this, there is a need for clearer responsibility frameworks and better integration of human insights into daily operations to fully leverage the benefits of CX research.

Appendix

• The survey included questions about demographics, work status, and roles.
• Participants were primarily professionals in various industries, with a focus on workplace activities and attitudes.
• The report is published by UserTesting, a company that provides on-demand human insights for CX improvement.