The Futurum Group's Statement on Israel

New Research from Glassbox, Talkdesk, UserTesting, Clickatell, and 3radical

Findings Look Into CX Strategy, Brands and Gen Z, Human-Driven Insight, Chat Technology, and Brand Messaging

CX research studies

In this roundup of new research: Glassbox uncovers business sentiment on CX strategies; Talkdesk reveals how brands can reach elusive Gen Z; UserTesting affirms the primacy of human insight in CX; Clickatell presents a case for chat-to-pay technology; and 3radical discloses how most consumers really feel about brand messaging. Details follow below.

Glassbox: Few Executives Have Clear Digital CX Strategy

A new report from Glassbox, the Israeli provider of solutions for optimizing CX, shows that while most business leaders say an excellent digital CX is no longer an option but a “must” for companies today, less than half of all executives possess a clear digital CX strategy.

In a survey of 400 US-based executives from various industries, 84% agreed that delivering superior CX is critically important for companies to edge out competitors and to survive. Excellent CX can be a competitive differentiator of significance, as essential to the success of a company as its products, services, and pricing, the report adds. Business leaders also believe in the connection between digital CX and profitability: 77% say investing in digital CX can improve business performance.

Despite these high numbers, only 38% of executives have clearly defined goals and strategies for digital CX, and just 34% of business leaders are confident that their digital experiences are personalized optimally. The top barriers to long-term digital CX success include privacy and security (69%), legacy analytics practices (66%), talent retention (65%), and cross-team collaboration (65%). Effective implementation of a digital CX strategy is challenging for any company, the report notes, but correct technology and proper organizational alignment can have a significant positive impact.

Talkdesk: How Brands Can Reach Gen Z

Fresh research from Talkdesk, the San Francisco-based provider of a cloud contact center platform, shows how companies can build more meaningful relationships with Gen Z consumers, a segment coveted by brands for its growing social influence and buying power.

The members of Gen Z, according to the research, are notable for professing few brand loyalties amid their changing preferences in brand relationships and engagement. And when connecting with companies, Gen Z consumers have little desire to use a phone to interact with customer service, preferring instead to engage via social media and artificial intelligence (AI)-powered tech, such as virtual chat or voice support.

What matters to Gen Z consumers and will win their loyalty, however, is speed and ease in resolving issues. And because Gen Z prefers a multichannel approach to communication, the research suggests that CX leaders think beyond channel siloes and instead make omnichannel engagement, intelligent self-service, and agent enablement the essential blocks in building and maintaining relationships with Gen Z.  

UserTesting: Demand is High for Human Insight

UserTesting, the San Francisco-based provider of a human-insight-centered platform, says in a newly released report that global demand is high for human—not machine-powered—insights, but that the lack of time, resources, and organizational support impedes human-driven CX initiatives.

In its annual 2022 CX Industry Report, UserTesting notes a 39% increase since 2020 in the number of companies possessing their own dedicated team of user experience (UX) and CX researchers. Nonetheless, a majority of these teams say they are inundated and unable to take on more work, preventing them from advancing in knowledge and gaining more insight in the CX field. And while many organizations cite improved CX offerings compared to levels last year, the progress has not translated into fully executed CX strategies.

Expectations and reality are also not aligned, with many business leaders considering CX as both a solution and a challenge. Janelle Estes, chief insights officer at UserTesting, says that while more executives see the value of including customer feedback in the decision-making process, companies still find it challenging to operationalize their CX strategies. “When organizations fail to listen to their customers and are unable to put themselves in their customers’ shoes, they risk missing out on opportunities to grow their business and strengthen their product and experiences,” says Estes.

Clickatell: Chat-to-Pay is The New Customer Payment Process

New findings from Clickatell, the provider of mobile messaging solutions headquartered in Redwood City, California, show that chat-to-pay technology is gaining traction by helping customer teams process payments and meet revenue goals more easily. Following a survey of more than 340 senior business leaders in the US, executives say chat can replace antiquated payment technology, such as billing by invoice or accepting payment through credit cards, to boost agent efficiency and enhance customer engagement.

Pieter de Villiers, co-founder and CEO at Clickatell, says that while the revenue-generating responsibilities of customer service departments have increased significantly, many of their technical capabilities have not been upgraded. “With rising revenue expectations should also come the tools and investments that help customer service departments meet them,” Villiers says. “Chat commerce, providing seamless and secure engagement and transactions, allows representatives to support customers along their entire path to purchase, while also encouraging the opportunity for increased sales.” 

The benefits in using chat with customers include faster response times, convenience for customers, and reduced call center costs, the report notes. Among customer service leaders, 88% agree that their teams would benefit by using chat channels for payments, and 97% believe that a good return on investment (ROI) is assured as chat investments pay for themselves.

3radical: Most Consumers Feel Brand Messaging is Irrelevant

3radical, the provider of audience engagement and data acquisition solutions headquartered in Bristol, England, says in a recently released report that consumers do not feel brands provide them with relevant or effective messaging for their digital shopping journeys, contrary to what brands believe. Polling consumers in the US, UK, and Singapore after the 2021 holiday season ended, the report also says consumers are not willing to share personal data if they do not receive something of value in exchange.

Among survey respondents, 52% profess frustration at receiving communications and offers not relevant to them. Moreover, 42% say they feel less inclined to shop with brands that do not tailor their messaging, compared to 54% who would exchange their data for personalized offers and promotions. Almost three-quarters, or 74%, have no qualms about sharing demographic data like age and gender, but 23% feel acute discomfort with sharing any kind of personal data, the findings indicate.

Consumers today are also less interested in cash rewards than a year ago, instead preferring personalized promotions and shopping experiences, notes Michael D. Fisher, CEO at 3radical. “This is significant enough for brands to take note,” Fisher says. “While new customers may be brought in with discounts or rewards, retaining these customers will be all about the personalized experience.”

Author Information

Alex is responsible for writing about trends and changes that are impacting the customer experience market. He had served as Principal Editor at Village Intelligence, a Los Angeles-based consultancy on technology impacting healthcare and healthcare-related industries. Alex was also Associate Director for Content Management at Omdia and Informa Tech, where he produced white papers, executive summaries, market insights, blogs, and other key content assets. His areas of coverage spanned the sectors grouped under the technology vertical, including semiconductors, smart technologies, enterprise & IT, media, displays, mobile, power, healthcare, China research, industrial and IoT, automotive, and transformative technologies.

At IHS Markit, he was Managing Editor of the company’s flagship IHS Quarterly, covering aerospace & defense, economics & country risk, chemicals, oil & gas, and other IHS verticals. He was Principal Editor of analyst output at iSuppli Corp. and Managing Editor of Market Watch, a fortnightly newsletter highlighting significant analyst report findings for pitching to the media. He started his career in writing as an Editor-Reporter for The Associated Press.


Latest Insights:

On this episode of The Six Five – On The Road, hosts Daniel Newman and Patrick Moorhead welcome Nick Coult, GM at AWS Elastic Containers (ECS), for a conversation on what “AWS Serverless” means and the impact of generative AI on the serverless value proposition.
The Futurum Group’s Steven Dickens is joined by Neil Fowler, SVP Engineer for the Application Modernization and Connectivity Product Group at OpenText for a conversation on OpenText’s partnership with AWS and mainframe modernization.
The Futurum Group’s Camberley Bates is joined by Simon Jelley, GM, Data Protection as a Service and Chris Wiborg, VP Product and Solutions Marketing at Veritas for a conversation on the importance of cloud application resiliency, and data protection, compliance, and recovery.

Latest Research:

In our latest Research Brief, Acknowledging the Impact of Agent Experience on Customer Experience, completed in partnership with Local Measure, we discuss the drivers of agent frustration and burnout, the benefits of implementation new technology such as AI to better support agents and enable greater automation, and the advantages provided by the use of a modern, cloud-based contact center solution that can integrate and activate technology that creates better experiences and outcomes for both agents and customers.
In our latest Research Brief, Driving Revenue, Customer Loyalty, and Retention via a Modern Contact Center, completed in partnership with Local Measure, we discuss the reasons why so many contact centers fail to deliver results, the need to support a modern customer journey and lifecycle, the use of modern tools and approaches to deliver CX efficiently, and how to convert positive agent experiences into increased customer satisfaction and loyalty.
In our latest Market Insight Report, Private 5G Networks – MSP Specialists, we take a deep dive into why private 5G Networks are gaining momentum as enterprises prioritize coverage, performance, and security factors that MSP specialists are increasingly fulfilling.