Mopinion assesses how businesses measure their online channels with ‘Digital Customer Experience Benchmark 2016’

Customer feedback specialist Mopinion announces the results of its ‘Digital Customer Experience Benchmark 2016’ study, which suggests that most major European companies are still at the beginning stages of monitoring their customer’s digital channels’ experience. The study, which looks at digital channels such as websites and apps, found nearly half of responders feel they are doing well – but in terms of customer follow-up and task allocation, there is still room for improvement.

Broad range of results
Kees Wolters, Co-Founder & Managing Partner at Mopinion commented, “We wanted to get a broad picture of how marketing professionals collect their feedback, analyse their data and how they move from this insight into action. Therefore, we approached nearly a thousand professionals, across sectors including finance, telecommunications, public utility, online retail and automotive companies and specifically targeted professionals in the fields of Digital Marketing, E-commerce or Marketing Intelligence.”

Kees continued, “Interestingly, many companies are still primarily using customer feedback from their websites and mobile apps to find quick-wins, rather than long-term gains. Unfortunately, at the same time many of the responders felt the feedback they collect all too often surpasses the ability or responsibilities of the team handling it – which means there is a lot of data being unused and wasted.”

The results suggest that whilst 25% of the companies surveyed believe their efforts to monitor the Digital Customer Experience are ‘successful’ or ‘very successful’, nearly 24% believe it’s too early to determine any success. “It is that sizable element of doubt that is a concern,” added Kees. “The results show that there is a sizable degree of doubt for many organisations over whether they truly understand the journey their customers take, which is concerning for everyone involved.”

Measurement criteria
The Mopinion ‘Digital Customer Experience Benchmark’ study categorises the customer experience using three different stages: Measure, Manage and Master.

In the Measure phase, the study looked at how many companies actually measure the customer experience. The results suggest that many companies continue to collect feedback via digital channels such as websites and mobile apps.

For the Manage phase, Mopinion looked at responders that analyze and report customer feedback to their team. For the final Master phase, the study particularly focused on companies that are still having difficulty involving other departments in their feedback program.

Conclusions from the study
“Undoubtedly, what the results indicate is that one of the main obstacles for many businesses is still overcoming organisational silos,” commented Kees. “All too often feedback data is limited to the eyes of marketers and any follow up from insights struggle to be allocated beyond this team. Interestingly though, compared to our study last year, the results suggest a growing number of companies are expecting to see an increase in investment in the measuring and managing of digital customer feedback, which is highly encouraging. However, if we look at all three stages, the results have remained more or less the same.”

For more details on the Mopinion’ Digital Customer Experience Benchmark 2016’ and a free copy, please visit: www.mopinion.com/digital-customer-experience-benchmark-2016/


To learn more about Mopinion and its services please visit: www.mopinion.com.

Mopinion is an innovative reporting platform for feedback from websites and apps. The company offers a SaaS (Software-as- a-Service) solution for organisations to improve their websites and apps based on feedback they receive from customers. The software enables organisations to gain real-time insight into how customers experience their digital channels and what actions they need to take to retain customers.

Mopinion
86-90 Paul Street
Shoreditch – London EC2A 4NE
United Kingdom

Email: kees@mopinion.com
Phone: +44 (0) 20 786 21 786

This release was published on openPR.