Brands far too confident in CX 'improvements'
And they blame customers for their CX failings
A study from cloud-based experience intelligence firm InMoment has identified a number of practical opportunities for brands to step up when it comes to customer experience (CX). In fact, study noted some concerning - and in some cases utterly shocking - attitudes that are infecting some companies' whole approach to customer relationships.
The study found a 78% gap between the number of brands that say they are "definitely" doing a better job of delivering excellent experiences and what customers report. And when asked how much responsibility customers have in creating better experiences, 40% of brands said that customers are very responsible, with an unbelievable 12% claiming customers are solely responsible. Customers on the other hand, see improvement as a shared endeavor.
The 2019 CX Trends Report surveyed both consumers and brands in the United States and revealed five troublesome trends, as well as important takeaways, to help brands move beyond the mistakes and realize the massive potential of well-executed customer experience.
The trends include:
- Lurking versus Listening
Brands prioritize mining digital data, social posts, and reviews over having direct conversations. However, most customers (70%) say asking them directly is the best way to get to the most important insights. - Dismissing the Human Factor
Customers say the most important thing brands can do to improve their experience is provide better service through their employees. Brands underestimate this by points. - Pathetic Personalization
Personalization efforts aren't creating better customer experiences. Only 21% of consumers said they felt cared for. - Neglecting Non-buyers
Seventy-two percent of customers who leave a website without buying are there to browse, compare, or research, but that isn't even the bad news. Most brands aren't even thinking about how to create experiences to engage them for the long-term. - Definition of Loyalty Diverges
Customers say one of the most important ways they show loyalty is by providing both positive and negative feedback. Not a single brand mentioned (or likely value) constructive criticism as an indicator of positive engagement.
Sources: InMoment / The Marketing Factbook.
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