Observed Signal · Jul 19, 2024 · Research Report · Source: CMSWire · Impact: 2/5 · Sentiment: Negative
Leaders React to Forrester's Dismal 2024 CX Report
The 2024 Forrester Customer Experience report shows U.S. businesses recorded their lowest CX quality scores ever, marking a third consecutive year of decline. Industry leaders interviewed by CMSWire attribute the slump to fragmented data systems, outdated technology, operational inefficiencies, low employee engagement, and underuse of AI. Experts recommend improving omnichannel strategies, simplifying self-service platforms, empowering customer service agents, and integrating advanced analytics, CRM, and CDP systems. Sabina Brdnik of tretton37 suggests platforms like Salesforce Customer 360; Sam Ngo of BlueConic notes economic uncertainty raises consumer expectations; Laurence Buchanan of EY-Seren highlights AI, ML, and NLP for analyzing voice-of-customer data and using AI copilots in service. The article frames CX quality as a strategic priority and urges businesses to invest in technology and employee training to reverse the trend.
Forrester's annual CX report highlights a third consecutive year of decline in U.S. customer experience quality, prompting relevant discussion of MarTech investments, but it is not a single industry-shifting event.
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Key Takeaways & Evidence Grounding
- Forrester's 2024 CX report found U.S. businesses' customer experience quality at its lowest point ever, declining for a third consecutive year.
- The report identifies fragmented data systems, outdated technology, operational inefficiencies, low employee engagement, and minimal AI use as factors in CX decline.
- Experts recommend omnichannel improvements, user-friendly self-service platforms, empowered agents, and advanced analytics platforms such as Salesforce Customer 360.
- Laurence Buchanan of EY-Seren says AI, ML, and NLP are making unstructured customer data from voice calls and free text easier to analyze.
- Sam Ngo of BlueConic says economic uncertainty is increasing consumer expectations for customer experience.
Connected Companies & Entities
3 Entities mapped“The Forrester report on customer experience (CX) for 2024 painted a bleak picture, highlighting a significant and persistent decline in CX q...”
“Sam Ngo, director of product marketing at BlueConic, a customer data platform (CDP) provider, told CMSWire that economic uncertainty and pol...”
“Brdnik, who emphasized investing in advanced analytics platforms such as Salesforce Customer 360, which allows companies to integrate custom...”
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