Customer experience professionals know that, in order to deliver a great experience, companies must listen to customers, link customer feedback to transactional (and other) data, and act on what they hear. Theres an old Gartner statistic that I still like to share because I believe its relevant to this day:
95% of companies collect customer feedback, yet only 10% use the feedback to improve, and only 5% tell customers what they are doing in response to what they heard.
This statistic is a good, high-level representation of how companies have matured or evolved (or havent) along the continuum of data-driven success.
Lets take a closer look at that continuum. And lets assume that Phase 0 is not listening or looking at data at all.
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