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50% Indian Respondents Indicate CX As Top Investment Priority: Report

UserTesting (NYSE: USER), a leader in video-based human insight, released the 2022 CX Industry Report that reveals a strong demand for actionable human insight in India across every industry and every size organization. As customers’ needs and expectations continue to evolve and grow, businesses have recognized the value of human insight to create great customer experiences. As per report findings, more than 50% of Indian respondents noted that CX is a top area of investment for them.

When surveyed about their other top priorities for the year, an overwhelming majority of 67% of respondents mentioned that addressing market changes related to the pandemic was crucial for them.

“It is encouraging to see Indian enterprises understanding the value of customer experience as a means to grow their businesses and being in accordance with changing success metrics in today’s time. We are pleased to see the initiatives Indian companies are taking to truly operationalize their CX strategies,” said Janelle Estes, chief insights officer at UserTesting. However, there are still quite a few hurdles companies are facing in this spacefailure to understand one’s customers can lead to a loss of opportunities to steward the business towards new heights.”

UserTesting’s 2022 CX Industry Report revealed three key trends influencing the future of customer experience and human insight in India:

● Human insight is in high demand

A better understanding of the customer has never been more important. The value of human insight is clear as the research revealed that over 51% of Indian organisations realize the importance of having a dedicated team for UX and CX research.

● Improving CX maturity hasn’t translated into execution yet

Many organizations reported that they have been improving their CX maturity, but37% of respondents from India reported that they strongly agree that their overall customer experience still needs improvement, While improvements don’t necessarily lead to fully executed CX strategies, it was found that 50% of respondents feel that the teams responsible for gathering feedback usually face a time crunch. Some others also felt that gathering feedback is not part of their job role, highlighting a lack of acceptance of CX as an overall organizational goal. 

● CX is both a solution and a challenge for many executives

Despite businesses recognizing the value of human insight to create great customer experiences, expectations and reality are not fully aligned. 67% of the Indian executives say they have a strategy in place to improve customer experience, yet only 33% would describe their organization as ‘visionary’ when it comes to CX maturity. 

To access the full UserTesting 2022 CX Industry Report, click here. 

Methodology and survey results

In this ninth annual Customer Experience Industry Survey, we asked over 5,100 professionals from around the world including APAC countries like India, Australia & Singapore, across a wide variety of industries how their organizations are approaching customer experience and conducting CX research.


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