CX is the main differentiator that brands were expected to be competing by in 2021, said 86% of surveyed CX professionals. Over two thirds of loyalty is driven by experience, more than price and brand perception combined. Positive experience has more influence than advertising campaigns, for 65% of consumers, to the point that 32% would stop doing business with a brand because of one negative experience. Omni-channel availability and consistency and quick delivery on expectations plays a big role in making an experience positive – with 9/10 customers expecting responses in 10 mins or less.
The report also shows that the importance of developing positive mobile experiences, as well as digital self-serve channels are on the rise, having increased use by consumers during the COVID pandemic, and expected to stay. CX must be adapted to customer needs and preferences. Experience-driven businesses see higher growth, advocacy, retention, and loyalty in the form of repeat purchases, than other companies. Organizations implement customer-first culture, bringing in teams and executive positions responsible for CX, with a quarter expected to unite marketing, sales, and CX into a single function by 2023. Investing in the right tools can make all the difference in increasing benefits for companies and customers, with 85% of professionals reporting positive or very positive improvements in CX after using customer journey mapping, and 71% believing these projects led to an increase in customer satisfaction.
With customers ready to pay more for better service, and 74% “somewhat likely” or more to buy based on experiences, brands have no excuse to not invest in CX.