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Classified in: Science and technology, Covid-19 virus
Subjects: Product/Service, Sales, Survey

CX Industry Report Finds That Brands Are Becoming More Customer-Centric, Leading to Adjustments to Business Processes


Kitewheel, the leading solution provider for customer journey orchestration and analytics, today announced the release of its 2021 State of the Customer Journey report. Drawing from almost 10 billion customer journey interactions from 2020, the report revealed that engagement and retention journeys were by far the largest and fastest growing customer journey use case, demonstrating a renewed focus on customer experience (CX). This has led brands to adapt their business operations overall as they consider the full customer journey rather than individual touchpoints and sales.

Kitewheel's research uncovered an increase in both channel count and channel mix, indicating that demand for customer journey technologies is increasing and brands are diversifying the ways in which they reach their customer base. This is largely due to the COVID-19 pandemic changing individual habits and customer loyalty. Of all the journey types that Kitewheel tracked, journeys aimed at customer engagement and retention represented 97% of total growth in the customer journey space, in terms of interaction count. This trend indicates that brands are embracing CX as a key source of value rather than focusing solely on marketing and sales to drive business outcomes.

"This is perhaps our most important report yet as brands consider how to change and optimize their strategy for this new world we've living in," said Mark Smith, president of Kitewheel. "I was most impressed with the swift advances in the healthcare sector to embrace customer journey orchestration and digital channels. It's clear that patient experience and engagement has become a major priority for the industry during the pandemic, and we're likely to see continued transformation in the way healthcare payers and providers approach the patient journey."

Digital channels still dominate the customer journey, with the web being the most frequently used channel for reaching consumers. Surprisingly, in-person journey management experiences grew 408% year-over-year across all journey types, despite social distancing recommendations and the mass closing of brick-and-mortar stores. In fact, new forms of in-store interactions have represented a valuable opportunity for the retail industry in particular. This is largely thanks to newly popularized shopping methods such as "buy online, pickup in store" (BOPIS) and curbside pickup, physical interactions that are triggered by a digital engagement and therefore part of the tracked journey. A decreased time in-store leads to a greater need for personalization before, after, and during the visit.

Additional findings from Kitewheel's State of the Customer Journey report include:

Read Kitewheel's full analysis, findings, and recommendations in the global industry report, The State of the Customer Journey 2021.

Methodology

For this report, Kitewheel tracked three customer journey use cases in the anonymized and aggregated data from its clients ? providing perhaps the largest dataset of orchestrated customer journeys available. Kitewheel also tracked the prevalence of several channels, including social, website, email, in-person, and mobile, and measured complexity and duration of journeys across all industries.

Kitewheel has worked with hundreds of direct-to-consumer clients globally, including major players in the automotive, consumer packaged goods, financial, retail, healthcare, and insurance industries. In helping these companies perfect their customer experiences, Kitewheel has tracked tens of billions of interactions since 2014. In 2020, Kitewheel tracked 9.8 billion customer journey interactions. Of those, 9 billion interactions were within engagement and retention journeys.

Careful analysis of this data has allowed Kitewheel to track and analyze the changing state of customer journey management over the last eight years and create data-informed recommendations for businesses the world over.

About Kitewheel

Kitewheel empowers the world's largest businesses to understand and improve the consumer experience with the leading customer journey management platform. Kitewheel's innovative Customer Journey Hub orchestrates intelligent customer journeys by unifying decisions across disparate systems, touchpoints, and technologies and provides seamless customer experiences that drive real-time revenue as well as long-term loyalty. Kitewheel serves its global partner and client base from offices in Boston and London.

For more information, please visit www.kitewheel.com and follow Kitewheel on Twitter and LinkedIn.


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