Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Brand vulnerabilities found in post-purchase experiences

Based on a survey of more than 1,000 consumers conducted by Support.com in September 2015, the report provides unique insights into customer experience with brands throughout the customer journey: from pre-purchase through purchase, setup and/or use, customer support, and additional purchases.

The survey found that 57% of "Connected Consumers" - respondents who defined themselves as frequent to heavy users of technology - said they think about a brand when there is an issue (e.g. defect, technical issue, setup problem) with the product or service purchased. Further, when asked about all of their experiences with brands - both before and after purchase - the largest percentage of Connected Consumers (40%) indicated the most memorable brand experiences occurred when dealing with installation, technical issues and returns.

On the other hand, the survey found that opportunities for brands exist at all stages of the post-purchase experience. For instance, the same percentage (57%) of the Connected Consumers surveyed indicated they think about the brand when considering a purchase of any other product, while almost half (48%) think about the brand when looking to upgrade or replace an existing product.

"With more consumers relying on connected devices, there is an inherent complexity of technology that can have consequences on the customer experience," said Alex Poulos, VP of Marketing at Support.com. "If this complexity is not effectively addressed, it can drive a wedge between the brand and its customers. Companies now understand that every customer touch point is an opportunity or vulnerability for their brands. The study clearly shows that customer service and support is a critical element of the customer experience."

The survey was conducted to better understand how specific interactions with companies and products throughout the entire customer journey can impact consumer trust, loyalty and overall satisfaction. The report offers valuable insight on the behaviors and preferences of more than 900 consumers ages 18-60 in the United States who identified themselves as Connected Consumers (89% of the 1,000+ consumers surveyed).

Additional findings published in the report included:

• 52% of Connected Consumers said that efficiency and ease of service, support and assistance determines brand loyalty
• Connected Consumers also expressed clear frustrations with, and suggestions for, customer service and support: 24% indicated that what frustrates them most about their support experience is having to repeat information at each step.
• 36% indicated that more proactive customer service, including predictive diagnosis and suggested fixes, would improve their perception of the brand.
• 37% of Connected Consumers said a personal experience is not only about interaction with a person but also about the brand knowing their personal preferences, even during self-service support.
• 75% said they share both positive and negative brand experiences with family and friends.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)