Download the full study here: https://www.zenloop.com/en/resources/whitepaper/action-management-study/ How effective are companies in converting customer insights into action and triggering initiatives to improve customer experience, products, processes, and services? Action Management pioneers zenloop studied and surveyed a global community of CX professionals and customer-centric organizations to find out. The purpose of the study was to link Action Management with specific internal processes at companies that collect customer data. We wanted to measure how effective and fast companies of different sizes are when reacting to customer feedback. To give an adequate overview of the hurdles companies face when improving processes, products, or services based on customer data, this study focused on the following topics: How reactive companies are to customer feedback How companies collect and manage insights What the main obstacles of customer-driven actions are.

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CX Action Management
Study 2022
10 Key Highlights and Results

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CX Study Participants
Introduction
For our study, we reached out to 350 CX professionals from
25 countries, working in 24 different industries for companies
of all sizes – from micro-entities with less than 150 employees
to large corporations with over 50,000 employees.
Every participant in this study works directly or indirectly
within units responsible for customer experience
management.

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1. Over Half of Businesses
Fail at Collecting Customer
Feedback
Key Highlights
Many businesses are still struggling with the basics of
CX, namely the first step – collecting customer
feedback.
The CX study indicated that 53% of companies are
not gathering customer feedback throughout the
entire user journey – or struggle to collect meaningful
information that they can turn into actionable insights.

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2. Only 9% Excel at Turning
Customer Feedback into
Insights
Key Highlights
Companies are slowly tackling the challenge of turning
customer information into actionable insights – but
only a few are doing it well and focusing on key
opportunities to maximize customer lifetime value.
One in ten companies claim they are excellent at
deriving valuable insights from customer data. And
only 20% of businesses mentioned that customer
feedback is a key driver for internal initiatives and
improvements.

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3. Only 25% of Organizations
Translate Customer Insights
Into Actions
Key Highlights
Plenty of companies are able to collect feedback and
insights but then struggle to overcome the Action Gap
– turning learnings into actions that improve products,
processes, and services.
Just one-quarter of CX professionals think their
company has mastered the challenge of translating
customer insights into internal innovation.

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4. Only 20% of Brands Say
They Are Good at Winning
Back Customers
Key Highlights
Retaining and winning back dissatisfied customers is
a significant pain point for most businesses. However,
they perform slightly better in identifying happy
customers and potential fans – involving them in
advocacy programs, and improving online ratings.
The Action Management Study revealed that just
one-fifth of companies win back unhappy customers
successfully – and only one-third are leveraging
promoters and fans to boost referrals and advocacy.

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5. 60% of Companies Are
So-So at ‘Closing the Loop’
With Customers
Key Highlights
Informing customers about new initiatives based on
their feedback, known as Closing the Loop, is a
challenge that only one-third of businesses are able
to strategize.
60% of companies say they’re “somewhat good” at
informing customers on new initiatives, although
another study by iAdvize shows that only 8% of
customers agree.

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6. Companies Agree That
Feedback Impacts Decision-
Making Processes
Key Highlights
Most companies surveyed agree that customer
feedback greatly influences their decision-making
toward improving products, services, and processes.
70% of companies see a strong link between
customer feedback data and innovation.

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7. Only 6% of Companies
Quickly Turn Feedback Into
Product Improvements
Key Highlights
Transforming customer insights into product-
improving initiatives can be difficult enough without
the right know-how and tools to effectively drive
change and innovate – but to do it quickly is a
mountainous task for many organizations.
A case in point is that a mere 6% of businesses say
they’re fast at converting customer feedback into
improvements and initiatives. Not only that, a further
5% fail to turn customer insights into forwarding
actions at all.

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8. 60% of Brands Are Not Great
at Utilising Feedback to Adapt
Products and Processes
Key Highlights
Regarding change processes, we invited companies to
rate their proficiency in adjusting existing practices
based on customer feedback.
21% of companies ranked their ability to change as
poor or very poor – and four out of ten respondents
said their performance in this area was satisfactory.
This is a particularly thorny subject for larger
companies, who lag behind in this area.

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9. Almost 40% of Companies
Are Good at Using Feedback to
Adjust Products and Processes
Key Highlights
Leveraging feedback to transform existing processes,
modify services, and adapt product characteristics is
seemingly a successful task for medium-sized
businesses – who are much more agile than their
larger counterparts.
Almost 40% of respondents mentioned that their
company is good or very good at adapting products
and existing processes – and 9% gave themselves a
perfect score, indicating outstanding performance.

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10. 90% Agree That Action
Management Platforms Can
Help Turn Insights Into Initiatives
Key Highlights
The role of software applications in CX is viewed as necessary
across the board, with only 11% of companies unsure of the
effectiveness of customer experience platforms.
in contrast, 60% of companies say that an Action
Management Platform like zenloop can successfully support
the process of turning customer insights into cross-functional
projects.
In addition, 30% believe these platforms can support their
efforts to drive internal and trigger automation – transforming
one-to-many communications into automated and
personalized one-to-one conversations with customers

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