Today’s increasingly sophisticated customers are looking for a series of interactions that will help them engage with companies more quickly, easily and purposefully. In this article, we highlight 14 Customer Experience statistics to inform your decisions in 2022.
As organisations strive to deliver great experiences to their customers, what are the key elements that enable CX success? With a plethora of tools at our disposal—phone, email, web chatbots, and social channels—delivering an excellent customer experience might seem straightforward, however, there is more to understand about customer success.
Winning in the customer satisfaction stakes comes down to employees, and consequently, empowering employees to deliver on customer experience is critical to success.
The focus of customer experience has shifted from the product or service—to the customer. Speed, convenience, friendliness and knowledge are core demands of the modern customer. Sounds easy in theory, however, several factors like resource management, the correct use of technology, training and employee engagement can impact service results.
Here are 14 CX statistics to inform your decisions for a successful customer experience in 2022.
- The pandemic has changed consumers’ preference for communicating with businesses: 51% still preferred to use voice call to contact companies for customer service, 18% through email, and 11% via other means such as chatbots, social media comments, and push notifications. Vonage
- Many companies are only focused on delivering great CX at the individual interaction level and disregard looking across the series of interactions that make up a journey. Genesys
- 70% of customers say connected processes — such as seamless handoffs or contextualised engagement based on earlier interactions — are very important to winning their business. Salesforce
- People still want human connections: Though automations and virtual assistants are helpful, 34% of consumers said that automated telephone systems and inability to speak to a live person were some of the most frustrating aspects of contact centres. Capterra
- 67% of customers reported hanging up on an automated system out of frustration at not being able to talk to a real person. Glance
- 6.58% of customers believe most digital experiences don’t impact their purchase decisions. Gartner
- Nearly 80% of American consumers say that speed, convenience, knowledgeable help and friendly service are the most important elements of a positive customer experience. PwC
- When a customer’s problem is resolved on the first call, only 1% is likely to go to a competitor as compared to 15% when the issue is not addressed sufficiently. VOIP-Info.org
- Customers who rate a company as delivering “good” customer experience are 34% more likely to purchase more, and 37% more likely to recommend. Qualtrics
- Customers who had the best CX spend 140% more than those who had the worst CX. HBR
- In 2020, 14% of brands improved their CX quality, primarily through back-end systems and processes. Forrester
- 74% of non-U.S. consumers want more human interaction in the future. PwC
- 86% of buyers are willing to pay more for a great customer experience. The more expensive the item, the more they are willing to pay. PwC
- Consumers feel the most significant root causes of poor service are:
- Repeating themselves
- Being trapped in automated self-service
- Forced to wait too long for service
- Representatives don't know my history and value
- Cannot switch between communication channels easily. Genesys
Technology doesn’t solve CX problems. People do.
Technology is a tool to enable your organisation's success—not the key to it. It's no secret that people are your most important asset. If CX is important to your business, then employee experience should be high on your agenda because employees drive customer experience. As Dharmesh Shah, HubSpot CTO and Founder puts it. “Improve the experience and everybody wins”.
Customer retention is a critical metric when measuring the success of a business. To maintain a high Net Promoter Score (NPS) and strengthen your customer retention strategy, it's important to start with creating strong internal customers. So, getting the right employees onboarded and trained while maintaining strong engagement levels is crucial to preparing for CX success.
Organisations that are working towards implementing a robust CX strategy realise how important it is to put an emphasis on positive experiences that are both modern and progressive. Customers view their experience as an indicator of your business' personality, culture and ethos.