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The UK Customer Experience Decision-Makers’ Guide

Customer Experience Guide 2022

The UK Customer Experience Decision-Makers’ Guide

ContactBabel Report 2021-22

Customer Experience Guide 2022

The Customer Experience Guide by ContactBabel found that most businesses are still a long way from their CX improvement goals.

The 2021-2022 UK Customer Experience Decision-Makers’ Guide

Above all, the surveys show that the telephony channel still requires strong investment and support. While digital channels and AI-based automation give the promise of a lower cost of service, consumers state that they are currently more comfortable with live agent service. Providing reassurance and confidence, the pandemic has only increased the value of the phone channel to customers.


 This independent analyst report covers:

  • Customer experience is an increasingly important competitive factor for both B2B and B2C businesses. Likewise, fewer respondents than ever wanting to compete primarily on price.
  • The governance of the CX function has not yet made its way right to the top levels of an organisation. Too often it is still seen as being subordinate to the wider operations or marketing role, especially in larger businesses.
  • Improving customer retention rates is still the primary aim of customer experience. On the other hand, cost management is another vital component.
  • The main investment in CX improvement programmes is focused on technology. Business process improvements and employee training received similar amounts of support as each other.


  • Telephony is still by far the largest communication channel, comprising around 65% of inbound interactions. significantly. Email is second with 20%, although web chat and social media have risen strongly in the past 12 months.
  • Meanwhile, despite the prevalence of telephony, the majority of customer experience investment is now going into digital channels.

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