Online Customer Experience Survey Results
Insights on Industry Statistics
Usability Sciences conducted a survey to determine the importance of and methodology for measuring the customer experience. Survey participants represent a variety of industries including retail, financial services, consumer business, technology, healthcare/pharmaceutical, media/entertainment, travel, and manufacturing.
The survey confirms that companies that seek to engage customers online recognize the need to quantitatively and qualitatively measure the customer experience. These companies currently place resources (both people and money) behind measurements and plan to increase people, processes, and tools in 2008. As the customer experience measurement matures, more companies will transition to continuous experience monitoring to identify ways to increase conversion and win loyalty.
While Web analytics is the most widely deployed tool, usability testing is the most effective customer experience method. Not surprisingly, usability testing tops the planned investment area for next year with 46% planning to increase their spend on this method.
Most companies utilize a variety of tools and methods to measure customer experience. Challenges include disparity of vendor solutions and lack of cohesion within their organizations. Nearly half of the companies surveyed referenced the lack of tools and lack of processes in place as obstacles to measuring the customer experience.