Conversational Intelligence emerges as the next frontier in CX, finds Medallia research
New study shows organisations are missing out on growth opportunities by underutilising customer conversation data
Medallia has released new research revealing a significant opportunity for organisations to enhance customer experience through Conversational Intelligence. Medallia’s Conversational Intelligence: The New CX Advantage report found that, while those using Conversational Intelligence are seeing measurable gains, most CX and contact centre teams are still failing to tap into its full potential.
Defined as the use of artificial intelligence (AI), natural language processing, and analytics to transform customer conversations into actionable insights, Conversational Intelligence equips organisations with real-time intelligence that can improve customer interactions and inform strategic decisions. Yet despite its clear value, adoption remains inconsistent.
Key findings from Medallia’s Conversational Intelligence report:
• 75 percent of customer experience (CX) practitioners say surveys alone are insufficient to understand customer experiences
• Contact centre leaders estimate 68 percent of customer communication is missed by relying only on surveys
• 90 percent of CX teams using Conversational Intelligence rate it as valuable, with 87 percent saying it improves service interactions in real time
• 64 percent expect investment in Conversational Intelligence to grow in the next year, rising to 73 percent among high-growth companies
According to the study of CX and contact centre professionals, only one in three organisations use Conversational Intelligence frequently, while nearly half are not using it at all. At the same time, those that have embraced the technology report tangible returns: 85 percent of CX practitioners say their organisations would make better decisions if they collected and analysed more conversational data, and Contact Centre leaders note they are already realising significant gains, with over half of Conversational Intelligence initiatives delivering major positive impact. Importantly, 70 percent of practitioners believe customers themselves would be supportive of Conversational Intelligence if they knew it was being used to enhance their experiences.
Investment momentum is also gathering pace. Sixty-four percent of CX practitioners expect their organisation to increase Conversational Intelligence spend over the next year, with AI advances cited as the leading driver. High-growth firms are especially bullish, with nearly three-quarters planning to expand adoption. The business case for adoption is also clear, with the research also showing that organisations with leading CX programmes are six times more likely than laggards to be heavy Conversational Intelligence users.
Andrew Custage, Head of Research Insights at Medallia, commented,
“Conversational Intelligence represents one of the most significant opportunities for businesses to transform customer engagement,”
“The conversations are happening every day: on calls, in chats, across every digital touchpoint. But too often, those signals stay hidden in silos. When companies bring them into the light, the impact on customer experience is immediate and measurable. Companies that succeed in integrating Conversational Intelligence will make smarter decisions, and measurable business gains.”
Read the full report Click Here
Medallia is the global leader in customer and employee experience, trusted by the world’s most iconic brands — including 7 of the Fortune 10.
Medallia’s AI-driven platform helps enterprise organisations turn billions of feedback signals into clear, prioritised actions. With deep domain expertise, a powerful partner ecosystem, and consistent leadership recognition from top industry analysts, Medallia transforms customer experience into a strategic driver of business growth
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