Study Reveals Major Disconnect in AI’s Impact on Customer Experience
13 July, 2023
In a groundbreaking study conducted by SurveyMonkey, a chasm has been unveiled between the consumer experience and the digital marketing strategies employed by businesses. The research, which surveyed 1,000 consumers and more than 600 customer experience (CX) and digital marketing professionals, showcased a divergence in perspectives on the role of AI, post-pandemic support levels, feedback channels, and the degree of personalization offered to customers.
The study brought to light an optimism gap regarding AI tools between CX and digital marketing professionals and consumers. A whopping 63% of professionals in these fields anticipate AI to have a positive influence on customer experience, with 82% identifying it as a company priority. However, consumers were less enthusiastic, with only 25% foreseeing a positive impact on their engagement experiences and 32% expecting a negative outcome. This could be a potential area for gym marketing strategies to focus on, ensuring that AI tools are implemented in a way that enhances the customer experience and leads to more gym members.
The study also highlighted a significant divergence in perspectives about the ongoing impact of COVID on customer experience. While 72% of CX and digital marketing professionals believe that their company’s level of customer experience has improved post-pandemic, only 27% of consumers concur with this view. This disconnect indicates a need for companies to reassess their digital strategies and possibly invest more in advertising for gyms or other businesses to bridge this gap.
The preferred customer feedback channels also differed between the two groups. Professionals favored increased investment in customer feedback programs (52%) and product feedback programs (47%), with 49% citing the website as the preferred communication channel. On the other hand, 53% of consumers preferred providing feedback via phone. Businesses might need to consider this while planning their gym lead generation strategies or Facebook ads, ensuring they are reaching their audience through their preferred channels.
A stark contrast was observed in the perception of personalized experiences delivered by companies. An impressive 86% of CX and digital marketing professionals believed their customers received a personalized experience consistently throughout their journey. However, only 8% of consumers felt they experienced this level of personalization, with 10% stating they never received a personalized experience.
This discrepancy likely originates from an information deficit, with 35% of CX and digital marketing professionals admitting they lack the necessary customer data and insights. The data deficit was particularly acute in the consideration stage (57%), purchase stage (53%), and awareness stage (45%).
Marci Kirkpatrick, customer experience program director at SurveyMonkey, emphasized the importance of leveraging insights to align better with consumer needs and expectations in 2023 and beyond. She pointed out that the experience gap is due to limited knowledge across the entire customer journey. This presents a significant opportunity for CX teams to invest in initiatives that offer a deeper understanding of customer perceptions throughout their journey with a brand or company. This will help optimize experiences and potentially lead to successful outcomes such as attracting more gym members or enhancing gym lead generation efforts.
In conclusion, this study underscores the pressing need for businesses to reassess their digital marketing strategies and ensure they align better with consumer expectations and experiences. Whether it’s gym marketing or any other industry, a deeper understanding of the customer journey is crucial for success in today’s digital age.