State of CX in India 2024: Key Trends, Challenges, and Strategies

SurveySensum, a leading AI-powered customer experience platform, has released its much-anticipated report, “The State of CX in India 2024.” This comprehensive report sheds light on the latest trends, challenges, and opportunities in the customer experience (CX) landscape across India, providing actionable insights for businesses to enhance their CX strategies.
Key Findings from the Report:

1. Prioritization of CX: CX has become a high priority for Indian businesses, with 84% of CX leaders rating it as a crucial focus area. Alongside this, product experience (88%) and marketing experience (78%) are also highly prioritized, highlighting a holistic approach to the customer journey.

2. CX Maturity Framework: The study introduces a three-stage CX maturity framework—passive, reactive, and proactive. This framework provides a roadmap for businesses to evolve from basic, reactionary CX approaches to sophisticated, proactive strategies that prioritize customer satisfaction and loyalty.

3. Current State: Most Indian companies are in the reactive stage, actively monitoring customer feedback and addressing issues efficiently but not placing enough focus on preventing issues or personalizing experiences to anticipate customer needs. There is a significant opportunity for Indian businesses to transition to the proactive stage by leveraging advanced technologies and data analytics.

4. CX Maturity Challenges: Indian businesses face significant challenges in reaching CX maturity due to insufficient customer data for personalization, disjointed tech infrastructures, and a lack of advanced analytics capabilities. To overcome these obstacles and enhance customer loyalty, companies must invest in comprehensive data acquisition, seamless tech integration, and advanced analytics technologies like AI-based text analysis and predictive modeling.
The report highlights a crucial finding: while 84% of Indian businesses prioritize customer experience as a key focus area, only 16% have advanced to a proactive CX strategy. Most companies remain in a reactive mode, addressing issues as they arise but not anticipating customer needs. This indicates an urgent need for businesses to treat CX as a strategic differentiator to stay competitive in an evolving market.

“The findings from the report highlight the urgent need for Indian businesses to prioritize customer experience as a strategic differentiator,” said Tanuj Diwan, Co-Founder of SurveySensum. “As consumer expectations evolve, organizations must leverage technology, foster a customer-centric culture, and address internal challenges to stay competitive in the market.”
Rajiv Lamba, Co-Founder and CEO of SurveySensum, added, “The challenges businesses face in enhancing customer experience are significant, especially with many companies still operating in a reactive mode. There’s a clear need for businesses to transition to more proactive strategies. This involves creating personalized experiences through deeper customer data acquisition, developing integrated data solutions, and leveraging advanced analytics technologies like AI-based text analysis and predictive modeling. These strategies are essential for businesses to become more agile and deliver exceptional customer experiences.”

Recommendations:

The “State of CX in India 2024” report concludes with actionable recommendations for businesses looking to elevate their CX strategies:

● Leverage Customer Data to Offer Hyper-Personalization: Companies must prioritize the acquisition and effective utilization of comprehensive customer data. This includes developing unified customer profiles, keeping CRM records up-to-date, and maintaining a real-time view of customer transactions and historical trends.

● Invest in Technology: Embrace AI and predictive analytics to anticipate customer needs and deliver personalized experiences.

● Break Down Silos: Foster cross-functional collaboration to ensure a unified approach to customer experience.