Why Customer Empathy Is No Longer Optional 

Carly Read
Senior Reporter

UserTesting's Eighth Annual CX Poll makes revelation 

Why Customer Empathy Is No Longer Optional 

A leading provider of on-demand human insights shared new data highlighting the need for CX and empathy post-pandemic. 

Findings show businesses are in one of two categories. These are either upping CX or reducing it.  

The data also adds that customer feedback collection is on the rise, with 72% of organisations planning to increase their investments in 2021. 

The 2021 CX Industry Report uncovered three key trends including:  

Feedback has gone remoteThe survey revealed that moving to online user research can cut costs by an average of 40%. Moving to online user research was found to increase revenue by about 40%. Many respondents noted that the pandemic will permanently reduce the amount of in-person research moving forward

The pandemic has put the focus on CX: The survey found that companies acknowledge an increase in the use of customer feedback, which drove more investments into customer feedback and user research. Despite these efforts, 60% of respondents admitted that their organisation doesn’t have a formal CX strategy in place or only reacts to issues as they happen

Teams are doing more with less: Nearly 70% of those surveyed reported reductions in spending or workforce resources due to business changes caused by the pandemic. The pandemic also required many companies to quickly pivot their product or service offerings. 46% of respondents reported a change to their product roadmap 

Janelle Estes, Chief Insights Officer at UserTesting, said: “We have been through a year unlike any other where organisations have had to adapt to changing customer needs. The past year has shown that organisations must prioritise customer understanding and empathy to build long term customer loyalty. 

“The takeaway for every size organisation should be that talking with and listening to your customers cannot take place only during times of crisis but should be part of regular business practices.” 

The Customer Experience Industry pollthe company’s eighth, surveyed more than 4,700 participants.  

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