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One-third of consumers think Customer Experience has upgraded, and a third seems less satisfied

The way businesses perceive customer experience has a profound impact on the overall growth of a firm. Because of this, creating a highly friendly customer experience is essential. A satisfied customer directly links to the progress of your business and helps to boost revenue. It is rightly said, the perfect marketing approach one can think of, is the happy customer who will promote your company, advocate for your service, and spread awareness through word-of-mouth.

A study conducted by Customer Contact Week (CCW) Digital, which is a global community of over 150,000 customers, says customer experience hasn’t refined much over the last few years. The research by CCW digital considered participants at all income levels and it was noticed that 33% of customers think it has deteriorated, while 9% say it is much adverse. The remaining 35% polled it is the same as before, while 33% say it has improved and 10% say improvement is major. Besides this, personalization, which is the most crucial strategy to satisfy consumers, also comes into consideration when people are asked about their views on how they feel. So, 33% responded that the majority of experiences aren’t personalized, 15% believe they’re mostly personalized and 52% think only some experiences do feel personalized.


Furthermore, poor customer service has consequences too. Bad service adversely impacts the current/future sales and also ceases the business potential for appealing to new customers. When customers were asked how bad experiences influence them, 43% of them responded that they’ll move to another brand after two consecutive disappointments, and 17% said they’ll directly shift after one bad experience, while 35% would shift when they faced three or four bad experiences.

Let’s look into the stats, what causes customers to leave the brand?

Around 63% of customers say ill-mannered and rude behavior of employees forces them to turn off the brand. 58% say when brands do not prioritize solving their problems, 58% are bothered with delays, and 24% do not love to buy from those brands whose website keeps on hanging, or is hard to navigate. In addition, customers also think prices should be according to the value that brands offer to their customers. 37% shift when the brand increases prices. 46% leave jump from brands when they observe the sub-standard quality, and 20% disliked when brands do not value your feedback and bluntly ignore it.

Another aspect of customer experience is the medium consumers opt for resolving issues. Among the various channels, including phone 76%, live chat 59%, Email 45%, helpdesk 21%, text 34%, and Email ranks third.

Statistics regarding live chat features for brands would have CCW Digital's advice not to overlook live chat features for emails and support tickets. 42% were in favor of brands offering real-time help all the time rather than emails. 39% said it was acceptable to remove live chat and continue with emails in some cases. 14% agreed with removing live chat for emails if they respond fast. And the rest 5% don't care about the live chat feature at all.




Respondents were asked a few questions regarding supply problems and delivery delays. 21% said they received little to no help when problems occurred in the supply chain. Moreover, 41% agreed that there was some help and empathy from the brand but no solutions. Furthermore, 22% of the respondents said they received alternatives rather than solutions. And lastly, 17% had delivery delays or issues at all in the past 2 years. The main takeaway from this portion is that firms should improve their email customer service.

When asked about brands' political beliefs and support, 19% of the consumers said they would support it, 27% said they would support them if they agreed with their opinion, 28% don't care about their political stance, and 26% don't support their stance regardless if they agree or disagree.

A lot of good information and useful data was obtained in this survey that many brands could benefit from. CCW Digital used data from people of different financial statuses and used Consumer Preferences Survey, which they conduct yearly.

Read next: Meta and Google’s Ad Spend Duopoly to Dip Below 50% in 2023 as TikTok Provides Stiff Competition

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