For this discussion, please read “Prediction: The future of CX Links to an exter

For this discussion, please read “Prediction: The future of CX
Links to an exter

For this discussion, please read “Prediction: The future of CX
Links to an external site.
,” a McKinsey article published in 2021. 
“In this article, we explore how data and analytics are beginning to transform the art and science of customer experience. We present new research that brings clarity and a fact base to the shortcomings of survey-based measurement systems.  We then examine how a few leaders have implemented data-driven CX systems and in turn reduced churn, boosted revenue, and lowered cost to serve.”
The entire article is interesting, but focus on the last section: “How to turn data into insight and action.” As explained before, the article makes the point about not relying solely on surveys to improve customer experience but also incorporating analytics tools. Why is that? What are the shortcomings of surveys and strengths of analytics for improving CX? 

× How can I help you?