15 customer experience stats you need to know
There isn't a business on the planet immune to the impact of customer experiences. With customer advocacy and social proof (people telling other how good or bad your business is) such an influence now, it's vital understand your customer and cater to their growing needs.
What is customer experience?
Forrester Research defines customer experience as, "How customers perceive their interactions with your company."
It's far more than customer service.
Customer experience covers every interaction between your business and customer judged in terms of value, positive emotions, appropriate demeanour and politeness, response time, openness, support, post-sale service and loyalty offerings.
It's a lot to expect, but it's the way the world is these days. Do it right and your business will delight more people, retain more clients and sell more products and services.
Here are some telling stats to help you grasp just how important a great experience is to customers.
Customer experience is key
- 81% of consumers want brands to understand them better and know when and when not to approach them
- 88% of buyers say they are willing to pay more for better customer service experiences
- By 2020 customer experience will overtake price and product as the key brand differentiator
- 55% of major companies are investing more in multichannel customer experiences - online, offline, via social, etc
- Businesses providing strong multichannel customer experiences retain almost 3 x more clients that of businesses that do it badly.
Frustrated customers are dangerous
- 67% of people leave due to bad experience
- 89% hate repeating issues to more than one person more than anything
- 13% of unsatisfied customers will tell 15 or more people
- 72% will tell 6 or more
- Only 1 in 26 people complain (so for every complaint you get, the real number is 26 times higher)
Technology is a vital part of the experience
Good experiences are almost expected. Bad ones can do serious damage to your reputation and client numbers. Even if people like a brand:
- 66% will feel disappointed in them if the mobile experience is bad
- 55% frustrated if the website experience is bad
- 52% are less likely to engage because of bad mobile experience
Many customers want to help themselves
- 83% go to website for info
- 51% want a website to have self-service application
Today's customers want and expect the businesses they connect with to meet their growing needs in a world where they have the choice and power.
How do you feel your customer experience currently measures up against competitors? Where could improve and what are you doing well?