Industry Insights (EN)

www.mckinsey.com

Survey-based systems are heading toward their twilight. The future of customer experience lies with predictive analytics; it’s time to turn data into insights.

Future of CX: "While surveys themselves are a valid means of gathering customer insight, they fall short as a management tool for measuring CX performance and identifying and acting on CX opportunities. For organizations to lead from a customer-centric position, they increasingly need a comprehensive view of the full customer journey, as well as the ability to obtain deep, granular insight on what is driving customer experience."

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