October 26, 2020
Customer experience statistics
What makes for a quality customer experience? The best way to answer this question is by retelling Fjord’s A Tale of Two Coffee Shops. When you have two coffee shops right next door to each other with both selling the same coffee, at the same price, the service design (or in other words, your experience) is what makes you walk into one and not the other.
The customer experience is an impression that customers are left with after they interact with your brand. Designing quality customer experiences keeps your customers coming back for more.
The relationship you foster with your customers should extend to every touchpoint they have with your brand. Understanding the customer journey helps brands improve customer satisfaction, loyalty and trust. By providing your customers with a great experience throughout their journey, you have a higher chance of transforming a one-off customer into a repeat buyer and later, a brand advocate.
Focusing on customer experience should be a top priority for businesses who want to increase customer satisfaction and in turn, generate more revenue. Here are 30 customer experience statistics that will help you identify key areas for improvement.
Over the years, companies have forced customers to give up more of their personal data. While customer data enables companies to create personalized data-driven experiences and campaigns, when misused it can break customer trust.
1. 42% of people have received communications from a business they have not given permission to contact them (Chartered Institute of Marketing)
2. Only 24% of customers believe businesses treat people’s personal data in an honest and transparent way (Chartered Institute of Marketing)
3. 47% of respondents say they know their rights as a consumer in relation to data protection (Chartered Institute of Marketing)
The context of a survey determines its effectiveness. Customers are more likely to give useful feedback (and enjoy giving it) if it has something to do with an experience. However, an excess of surveys creates disgruntled and unengaged customers. Companies need to be respectful of their customer's experience and time.
4. For each minute spent on a survey, 2% to 4% of respondents abandon it (Medallia Inc.)
5. 81% of people have abandoned an online form after filling out the first section (Manifest)
Building strong customer relationships should be every marketer’s number one priority. You can take steps to improve your satisfaction rating by aligning all your teams so your customers are provided with a direct line of support.
6. Customer satisfaction ratings for live chat are often higher than all other support channels (likely because of the speed and conversational nature), with chat being the preferred support channel by Millennials. (Customer Think) At Autopilot, live chat satisfaction is monitored daily, with our superstar support agents consistently getting 95%+ satisfaction ratings!
7. The lack of alignment between sales and marketing teams results in 60% weaker financial performance, 59% poorer customer experience and a 58% reduction in customer retention (The Payoffs of Improved Sales & Marketing Alignment)
8. If a customer is not satisfied, 13% of them will tell 15 people that they are unhappy. On the other hand, 72% of customers will share a positive experience with six or more people (Kolsky)
Content personalization is an important part of any marketing strategy. Customer demand for relevant content and recommendations is on the rise.
9. 86% of buyers will pay more for a better brand experience, but only 1% feel that vendors consistently meet expectations (Oracle)
10. 88% of US marketers reported seeing measurable improvements due to personalization — with more than half seeing a lift greater than 10% (Evergage)
11. 94% of marketers and 90% of agencies agree that personalization of the web experience is critical to current and future success (Monetate)
12. 87% of surveyed consumers say that personally relevant branded content positively influences how they feel about a brand (One Spot)
13. 88% of marketers say that their customers and prospects expect a personalized experience, and an astronomical 98% agreed that personalization helps advance customer relationships (Researchscape)
A great customer service experience results in a higher retention rate. It’s critical that companies start listening to their customer’s frustrations and use technology to help alleviate issues.
14. 77% of customers believe it takes too long to reach a live agent and consumers will wait on hold for an average of 11 minutes before hanging up (Harris interactive / RightNow)
15. 89% of customers get frustrated because they need to repeat their issues to multiple representatives (Accenture)
All marketing trends for 2019 point toward increases in multichannel engagement. Internet users spend three to four times more when they are targeted across multiple channels, rather than a single channel (SAP). This makes multichannel marketing not just a good idea, but a critical one to increase revenue.
16. 54% of customers used email customer service channels this past year, making it the most commonly used digital customer service channel (Forrester)
17. Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omnichannel strategies (Aberdeen Group)
18. 52% of customers are less likely to engage with the company because of a bad mobile experience (WOW Local Marketing)
19. Organizations with a focus on customer experience are 9 times more likely to ‘integrate data from multiple sources, analyze customer interactions across channels, and engage with customers through their preferred channels’ (Pointlllist)
Artificial intelligence helps companies analyze real-time data to determine what people are interested in, what they’re buying, and when they’re making a purchase. This is particularly powerful in online shopping experiences where you can show customers context-sensitive offers that nudge them towards making a decision.
20. Artificial intelligence will be a mainstream customer experience investment in the next couple of years. 47% of organizations will use chatbots for customer care, and 40% will deploy virtual assistants (Gartner)
21. In organizations with over US$181 million in annual revenue, a third say they’re already using artificial intelligence/machine learning and a further 39% say they plan to invest in these technologies (Adobe/Econsultancy)
When shoppers browse e-commerce platforms, most likely they’re already at the stage of knowing what they want to buy; it’s just a matter of finding the right item, at the right price. A customer’s poor online shopping experience may result in a longer time to purchase, a decision to spend less or even a failed sale.
22. Over the last five years, the average sales cycle has increased by 22% (Kapost)
23. 78% of U.S. Internet users said personally relevant content from brands increases their purchase intent (Marketing Insider Group)
24. By the year 2020, customer experience will overtake price and product as the key brand differentiator (Walker)
25. Customers are willing to pay a price premium of up to 13% (and as high as 18%) for luxury and indulgence services, simply by receiving a great customer experience (PwC)
Adopting a customer-centric marketing approach helps companies evaluate a customer’s behavior and interaction with a brand. By analyzing a customer’s past actions, interests and needs, marketers can create highly personalized experiences and exceed business objectives.
26. Companies that implement customer experience projects begin by focusing on ways to collect and analyze customer feedback. This is a great starting point for meeting your customers’ expectations (Gartner)
27. By 2019, more than 50% of organizations will redirect their investments to customer experience innovations (Gartner)
28. Customer centric businesses are 60% more profitable than competitors without a customer focus (Deloitte)
29. For a ‘typical’ $1 billion company, an investment in customer experience can expect an additional $700 million within 3 years (The Tempkin Group)
30. 52% of enterprise organizations cite that lacking a unified view of the customer and their journeys is a top challenge for effectively measuring customer experience (Pointilist)
By utilizing a marketing automation solution like Autopilot, you can map the entire customer journey, to identify weak points and improve customer experience.
This article was originally published in December 2018 and has been updated with recent statistics and resources.