Customer experience (CX) research has been seeing dramatic evolution in the last decade which has, in turn, changed CX strategy.
In recent years customer satisfaction research has been turned upside down by the rapid evolution of the digital customer experience. The historical norm of siloed customer satisfaction survey projects reported on a monthly or quarterly basis has evolved into real-time, omnichannel data collection. The scope of customer satisfaction surveys has expanded as well, spanning the entire customer journey from acquisition to long-term client retention and value growth.
