Today’s consumers have more options than ever than ever before. Their expectations of the customer experience (CX) have been shaped by interactions with leading brands from Amazon to Disney. A winning CX – around the globe – is convenient, personalized, and easy to navigate. And the price for getting it wrong is high: 76% of consumers will quit a brand due to a bad customer experience. Every interaction, from online shopping to social media-based customer support, is a brand touch point that has to be optimized.
In an effort to better understand the CX landscape, Acquia commissioned a global survey of more than 5,000 consumers and 500 marketers. Here are seven strategies to enhance the CX your company delivers – backed by our original research.
1. Explore the Customer Experience Gap
Leveling up your CX begins with understanding the broader landscape and the trends that are taking shape. Globally, consumers are underwhelmed with the CX most brands deliver. Consider this: 66% of consumers surveyed couldn’t remember when a brand had exceeded their expectations. Simple touches such as a personal connection, going above and beyond, or offering an excellent value are being missed.
Even more concerning, nearly half of consumers feel brands don’t deliver a good CX at all. Put this into context: today’s brands have more data, technology, and CX-focused tools at their disposal than ever before. Yet 61% of the consumers surveyed felt that brands do a poor job using data to predict their needs. Not everything we’ve assumed about the CX may be right. It’s time for business leaders to get serious about their CX and how a poor CX impacts customer satisfaction, loyalty, and – ultimately – revenue and profits.
2. How Is Your CX Really Performing?
It’s important for brands to move beyond theoretical issues with CX in the market and look at what a good CX actually means for their own customers. While marketers are tough critics of CX at large, they often lose perspective on their own brands and miss the mark. What’s the extent of the disconnect?
According to our research, 87% of marketers were confident that they’re meeting customer needs and delivering a winning CX. Yet nearly half of customers globally disagree. When these disconnects are left unchecked, companies can feel secure and leave CX investments by the wayside. That may be exactly what’s happening: according to Forrester, CX improvements have stalled for the third year in a row. Brands can break out of this cycle by taking action now. Ask two key questions: What do your customers really want, and are you successfully delivering it? Conduct market research, interview customers, and audit organizational data to get an objective understanding of how your brand’s CX is really performing.