'The Global State of CX 2024' from CX Network showed that data analytics has become the number one trend for CX practitioners in 2024, up from number two in 2023, and revealed that organisations investing in data analytics have positively impacted customer loyalty (78%) and profits (79%).
Priorities and roadblocks
Customer service professionals cite data insights and analytics as the second-highest spending priority, with 38% considering it a top investment focus for the year ahead.
The survey of 282 CX practitioners, service leaders, experience designers, analysts, and consultants also revealed that proof of ROI (42%) and other roadblocks, including budget restrictions (38%), are major obstacles for customer experience professionals.
Staying competitive
To stay competitive, businesses must anticipate and meet their customers' evolving expectations, tailoring their data analytics strategies to align with broader organisational goals.
"We have all these people working in organisations who understand that we should be able to better personalise [the customer experience], and there is a saving if we can get customers to do more for themselves," Caroline Carruthers, co-founder of global data consultancy Carruthers and Jackson and author of Data Driven Business Transformationand The Chief Data Officer's Playbook, said.
