Market research firm Gartner Inc. has made a statistical link between the degree to which a company uses customer experience data and its overall business performance, while also highlighting the strong role product managers play.
In its report, Growing Companies Are More Actively Collecting CX Data Than Nongrowth Companies surveyed 214 people at the manager level or above across seven countries as part of a larger project exploring product development.
Among companies that grew revenue between 2018-2019 and expected more of the same this year, a large majority of 80% use customer surveys to gather CX data. This compares with 58% of non-growth companies.
In an interview with 360 Magazine, Gartner research vice-president Jessica Ekholm provided more details (including several key charts) and context around the survey results.
Across both B2B and B2C respondents overall, for example, 67 per cent said
Shane Schick tells stories that help people innovate, and to manage the change innovation brings. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and Yahoo Canada and is the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.