Customer feedback vital amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 07, 2021, 10:10 AM UTC

UserTesting’s recent global study found that 60% of companies don’t have a formal CX strategy in place.

Customer experiences (CX) and empathy have grown significantly since COVID-19, as 72% of companies have plans to invest more in customer feedback collection in 2021, as per the report. 71% of businesses are either in-process or have completed their digital transformation, compared to 56% in 2019.

While most don’t have a formal CX strategy, companies admitted to an increase in the use of customer feedback, which in-turn boosted investments into feedback and user research. Also, with businesses operating remotely, companies are pivoting towards a remote-first approach to customer feedback.

Brands state that online research can help reduce average expenses by 40% and drive revenue by about 40%. Moreover, 70% have reduced spends on the workforce due to the pandemic, and 53% reported an increase in the workload.

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