We live in the age of the customer. With the means and technology at their fingertips, customers have easy access to more options than ever before. Today’s customers also want to do things their way, and expect brands to cater to their expectations.
More customers are prioritizing experiences above all else when choosing between brands. As a result, closing the customer experience gap — the difference between what customers expect from their experiences and how well a brand believes they are meeting these expectations – only becomes more critical. After all, studies continually show that delivering top-notch marketing, care, and commerce experiences at all touchpoints while always putting customers’ needs first can significantly impact your bottom line.
A lot of time and resources, plus management buy-in, are needed to design, implement, and manage successful CX initiatives. However, ample research and customer experience (CX) statistics emphasize that the end-result is worth the effort.
Here are over 40 customer experience stats and trends that every customer-centric brand needs to know today.
Customer experience is as important as ever
It’s no secret that exceptional CX is critical to a brand’s immediate and long-term success. As these customer experience statistics show, the impact can’t be understated.
86% of professionals engaged in, or leading, CX expect to compete based on CX. (Gartner)
87% of senior business leaders in the US and UK see CX as their top-growth engine but only 1 in 3 feel prepared to address it. (North Highland, via Consulting.us)
The CX Management market in the US reached $2.9B in 2021 and is expected to grow 15.3% every year from 2022 to 2030. (Grand View Research)
Companies face immense pressure to deliver excellent CX
49% of consumers have left a brand in the past year due to poor customer experience. (Emplifi)
$35.3B is lost every year by US businesses in customer churn caused by avoidable CX issues, such as fair treatment. (CallMiner)
83% of executives feel that unimproved CX presents them with considerable revenue and market share risks. (Forbes / Arm Treasure Data)
Customers prioritize positive experiences above all else
86% of consumers would leave a brand after as few as two poor experiences. (Emplifi)
65% of all consumers find a positive experience with a brand to be more influential than great advertising. (PwC)
74% of consumers are at least somewhat likely to buy based on experiences alone. (Forbes / Arm Treasure Data)
Consumers place high importance on “previous good CX with the brand” and “speed of availability/delivery” as their top two criteria when considering a new purchase. (Emplifi)
$402B/year is left on the table by companies that fail to provide “simple” experiences to their consumers. (Siegel+Gale)
Social media plays an ever-growing role across the customer journey
Social media is the number one channel consumers prefer to use to engage with brands, especially among Gen Z consumers. (Emplifi)
68% of US consumers currently use, or would like to use, social media to engage with brands to ask questions before making a purchase, while 59% of consumers expect to do so to get post-purchase customer support. (Emplifi)
Key takeaway: The importance of CX continues to grow. To meet customers’ ever-growing expectations, brands must focus on designing optimal experiences and identifying and addressing critical pain points across the customer journey.
Great CX leads to happy customers and impacts the bottom line
These statistics highlight a connection between quality CX and happy customers that can be linked to the brand’s bottom line.
Customers want great experiences (and will pay to get them)
61% of consumers will pay at least 5% more if they know they’ll get a good customer experience. (Emplifi)
56% of consumers feel that the quality of the customer service they receive has a higher impact on how positively they view a brand than any other criteria. (Emplifi)
CX helps build more fruitful customer relationships
66% of consumers say they will share personal data about themselves if they think it will elevate their customer experience. (Redpoint and Harris)
CX drives over two-thirds of customer loyalty, which represents more than brand and price combined. (Gartner, via CMSWire)
Customers are seeking experiences personalized to them
85% of brands believe they offer personalized customer experience but only 60% of consumers agree. (Digital Humans)
60% of consumers report that they will become repeat buyers after a personalized purchasing experience. (Twillio)
91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them. (Accenture)
Key takeaway: Brands that offer a good customer experience are more likely to see their revenue grow faster than those who don’t prioritize CX. Analyzing customer feedback to understand needs, expectations, preferences, and how customers perceive their experiences is key to learning how your brand can best deliver the CX they desire.
With CX, there's little room for error
With information and options more readily available than ever before, customers expect easy, quick, and frictionless experiences. Otherwise, they will take their business elsewhere.
52% of US consumers sometimes or always walk away from purchases due to a bad customer experience. (Emplifi)
62% of consumers don’t feel like they get excellent customer service on social media when making a purchase. (Emplifi)
Customers expect answers, fast
Customers are 2.4 times more likely to stick with a brand when their problems are solved quickly. (Forrester)
52% of consumers expect a response from a brand within one hour. However, 39% report having to wait more than two hours for a reply. (Emplifi)
Consistency is key to great CX
65% of respondents would become long-term customers of a brand if they can provide positive experiences throughout the customer journey. (Forbes / Arm Treasure Data)
42% of consumers say a seamless experience across all devices and channels is a top expectation while only 11% of decision-makers see seamless, omnichannel experiences as the most important factor when delivering quality experiences. (Wunderman Thompson)
Key takeaway: Every experience counts. Brands must not only measure the experience at key moments throughout the customer journey; they must also ensure these insights reach the right people at the right time to enable quick action.
Customers are more mobile and self-sufficient than ever
Customers want access to the information they need right now, wherever they are, and many prefer to be given the tools to find it themselves.
Don’t overlook the Mobile shopping experience
52% of all worldwide website traffic is on mobile devices. (Statista)
Retail mobile commerce (M-commerce) sales in the US reached $312B in 2020. They are expected to increase 15% annually and reach over $700B by 2025. (eMarketer, via Business Insider)
Customers want to help themselves when possible
75% of customers find it important for brands to offer them a fully self-service customer care option to answer their questions. (Emplifi)
More than 60% of consumers look for self-service first, instead of contacting a live agent. (Microsoft)
20-40% of live volume could easily be handled with existing self-service tools, according to customer service leaders. (Gartner)
Key takeaway: When it comes to CX, brands must adjust to their customers, not the other way around. Determine how you can best adapt your CX design to cater to customer preferences and patterns.
Superior customer care reinforces excellent CX
Delivering consistently positive customer experiences post-purchase is essential to customer retention and to turning first-time buyers into loyal customers. Today, CX leaders must leverage a robust mix of self-serve tools and knowledgeable agents to help deliver these experiences for their customer base.
Emerging technologies play an increasingly prominent role
Less than 1 in 4 brands have the necessary technology to engage with consumers consistently. (Twillio)
56% of all brands report AI adoption in at least one function, up from 50% in 2020. (McKinsey & Company)
Worldwide artificial intelligence (AI) software revenue is forecast to total $62.5B in 2022, an increase of 21.3% from 2021. (Gartner)
Enterprises continue to demonstrate a strong interest in AI, with 48% of CIOs responding that they have already deployed or plan to deploy AI and machine learning technologies within the next 12 months. (Gartner)
Customers expect more and more from your agents
46% of consumers will abandon a brand if employees are not knowledgeable. (PwC)
71% of customers expect customer service agents already to have information regarding their previous interactions with the brand. (Radial)
Key takeaway: Leveraging emerging technologies and empowering agents with timely and targeted insights helps brands better support their customers across their different channels and breeds loyalty.
Organize your teams to ensure CX is given top priority
By 2023, 25% of organizations expect they will integrate marketing, sales, and customer experience (CX) into a single function. (Gartner)
Over 90% of enterprises now employ a CCO, CXO, or executives with similar responsibilities. (Gartner)
Key takeaway: How and where the responsibility of CX is assigned within an organization may vary, but one thing remains constant: to create a culture that prioritizes great customer experiences and successfully delivers them, CX needs buy-in from the very top of the organization.
What lessons can we learn from these customer experience statistics?
The snowball effect of good and bad experiences is undeniable.
The impact of CX can reverberate to your bottom line in many ways.
For a CX program to succeed and help bridge the CX gap, customers must be at the heart of every decision.
To keep this focus, your teams must be equipped with the tools and timely insights needed to help them deliver experiences that best meet customer needs and expectations.
The right customer experience platform should help brands better understand customers as they navigate their journeys. It can also empower teams to improve their marketing, commerce, and customer care experiences across different channels and enable the brand to stand out from the crowd as a CX leader.
Book a demo today to see how Emplifi can help.