Too much data.
Not enough action.

2025 State of customer experience management report.
"Our research shows business leaders think they’re acting on the feedback they collect from customers, but I can confidently say they aren’t. Feedback collection is only the first step, and those insights are useless if they aren’t being put to good use. We’ve intentionally built AskNicely to be dynamic and to facilitate change. Making us the only customer experience management platform that emphasizes analyzing feedback and integrating learnings into business practices, transforming everyday actions and the customer experience."
Kirsten Newbold-Knipp, Chief Executive Officer
Dashboard mockup

The methodology

AskNicely partnered with Centiment to survey more than 3,000 potential respondents with the title of VP, director, or higher worldwide from more than 10 industries, primarily the service industries. We surveyed these leaders about their approach to customer experience management and feedback collection.

The result is our report detailing the latest trends in customer experience according to real leaders. The following report was created using the insights drawn from the data of those respondents who answered the survey in its entirety. 

We found that customer satisfaction score was the most popular customer experience metric that respondents tracked, followed by customer retention, which was expected for those service industries.

A closer look

We also took a closer look into how respondents report using the insights they gather. One surprising result is that respondents think they're acting on feedback, but are likely failing to meet their customer expectations. Many customers expect a response from businesses with 24 hours, and our research shows most respondents take longer than that. 
‍
96% of respondents say they act on the feedback they receive
  • 12% of respondents say they wait a month or more to respond to feedback
  • 36% of respondents say they act on feedback within 24 hours
  • 51% of respondents say they act on feedback within one week

Download the report to learn how AskNicely can help businesses improve these metrics and level up their customer experience.
Dashboard mockup
Dashboard mockup

Flywheel approach

AskNicely uses a flywheel approach to map the feedback journey. It starts with collecting feedback from customers and responding to them. Followed by assessing that feedback, and choosing where meaningful change can be made and create a transformation in the customer experience and eventually bring growth to the business. We encourage our customers to think about their feedback collection this way to keep their focus on actually leveraging their insights to bring about transformation.

Read the report

Download the report now for more stats and a more in-depth look at the stats above too.