Bridging the CX Perception Gap with Meaningful Conversations

According to Business Wire, 87% of companies believe they are delivering great CX. 

Only 11% of customers would agree. 

That’s a startling CX perception gap. 

What’s at stake? Retention and revenue. 

What happens in that gap is what I like to call “random acts of marketing.” 

It's when we lean heavily on demographic data to create buyer personas, then build campaigns around those personas but nothing sticks. The messaging falls flat. The ads don’t convert. The experience doesn’t resonate. 

Why? The demographic information didn’t get to the center of what your customer actually values. (Remember: value is defined by the customer!) 

So, what is it that your customer values? What pain points does your customer experience? In what ways does your customer think you can improve to serve him or her better? 

The answers to these vital questions aren’t found in a spreadsheet; they’re uncovered in actual conversations. When you engage in real dialogue with your customers, nuance surfaces. Layers are peeled back. What was once hidden becomes clear.

We’re here to bridge the gap between what you think you know about your customer and how your customer actually feels about your brand. Let’s dig into some frequently asked questions regarding the ElucidCX approach. 

Why conversations and not just surveys?

I stand by the statement that surveys are a useful tool, but they cannot be the only tool. With an average return rate of 30% for a customer satisfaction survey and about 18% for Net Promoter Score (NPS), that leaves a lot of data untapped. Beyond response rates, surveys often limit the depth and type of information you can gather. According to Harvard Business Review, "Do they [surveys] really qualify as customer consultation? Or are they a symptom of an isolated management just putting on a show of interest?" Their answer? Talk to your customers directly.

In a conversation, you don’t just hear what your customer thinks, you also get to understand how they feel. You gather psychographic data, emotional tone, and context. And just as important: your customers feel heard.

What happens before the conversation with my customers? 

This is one of my favorite parts! We become partners. 

We’ll start by getting radically clear about your goals and challenges. Then, together, we develop a shared set of questions to guide each conversation. This consistent approach builds a robust and comprehensive dataset filled with qualitative richness that can be turned into powerful insights. You'll have information to help you make the best decisions.

And then I just have a bunch of conversations? 

Yes and no. 

Yes, the connection through conversations is the heart behind what we do, but no, you won’t be left to sort through notes or audio files. Our AI-powered technology transcribes and cleans each conversation, analyzes sentiment, and converts the dialogue into actionable insight. 

You walk away with:

• Voice of the customer analysis

• Sentiment trends

• Language your marketing team can use

• Pain points your team can solve

• Clarity across the customer journey

Is there anything else ElucidCX can help with?

Absolutely! In addition to delivering clear, actionable data, we can also come alongside your teams — marketing, sales, leadership, etc. — to help you take strategic steps forward. Whether it's refining messaging, aligning your internal priorities, or better shaping customer experiences, we're here to help you succeed.

Who needs to buy-in on this at my company? 

To unlock the value of voice of the customer conversations, you’ll need cross-departmental buy-in. 

Marketing teams will love clarity around messaging. Product teams will love seeing where improvements are needed. But the real magic happens when executive leadership is also on board. Feedback isn’t always easy to hear, but it's always a gift. The companies that excel in CX are the ones willing to listen. 

What type of company is this best for? 

If you serve a customer, you can benefit from voice of the customer. 

However, ElucidCX is best suited for companies offering high-consideration products or services. When your customer has to think carefully before choosing you, insight is everything. These are the types of purchases where trust and understanding tip the scale.

Do these conversations need to happen in person?

Not always. Technology enables us to connect with your customers from anywhere in the world. But if you’d like ElucidCX to be in the room with your customers, we’re ready. Some moments are just better face-to-face, and we absolutely get that. 

And finally, our question for you, reader: Can you afford to keep guessing what your customer values? 

If you’re relying on assumptions, demographic-based buyer personas, or low-response surveys alone, the answer is probably no.

Let’s replace the guesswork with real conversations. Let’s embrace and enhance connection with your customers so you can deliver world-class client experiences. 

That’s connection that drives clarity, and that’s what we’re here to do. 

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