Join Thrive - a new and original content series designed to help you grow!

37 Customer Experience Statistics You Need to Know for 2020

Customer experience statistics

Post summary:

  • Customer experience has fast become a top priority for businesses and 2020 will be no different. But, why are so many companies focusing on the customer experience and what happens to companies that choose to ignore it?
  • Customers no longer base their loyalty on price or product. Instead, they stay loyal with companies due to the experience they receive. If you cannot keep up with their increasing demands, your customers will leave you.
  • Cross-device shopping via a wide range of channels has made it difficult for companies to maintain consistency. Processes and technologies need to change in order to provide a consistent experience across all platforms. 

It wasn’t too long ago when every business claimed that the key to winning customers was in the quality of the product or service they deliver.

But, things have changed.

Now, an even more important success factor has appeared.

Providing the best customer experience.

When Econsultancy and Adobe conducted their Annual Digital Trends report, they asked B2B companies to state the single most exciting opportunity for 2020.

The results?

Customer experience (or CX) came in first (beating content marketing, video marketing and social!).

customer experience most exciting business opportunityIt’s no surprise that customer experience is so exciting.

The Temkin Group found that companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience.

For SaaS companies in particular, they can expect to increase revenue by $1 billion.

That's right.

Investing in CX initiatives has the potential to double your revenue within 36 months.

So, where is this revenue growth coming from?

The customer’s wallet.

A good customer experience means your customers will spend more.

In fact, 86% of buyers are willing to pay more for a great customer experience.

The more expensive the item, the more they are willing to pay, according to a research from PWC.

For example, customers are willing to pay a price premium of up to 13% (and as high as 18%) for luxury and indulgence services, simply by receiving a great customer experience.

CX also influences on-the-spot purchasing, too - as 49% of buyers have made impulse purchases after receiving a more personalized experience.

But the most convincing reason why CX has become so important is this:

Walker study found that by the end of 2020, customer experience will overtake price and product as the key brand differentiator.

customer experience key brand differentiator

If CX is to play an important part in your 2020 plans (and it should!), use this article to stay ahead of the top customer experience statistics in the upcoming year.

At SuperOffice, we've helped thousands of companies use sales, marketing and customer service to improve the customer experience. This gives us access to data and insight into how consumers feel about the experience they receive - which we'll be sharing in this report (And unlike other lists, these CX stats are completely up to date).

What is customer experience?

Customer experience is your customers’ perception of how your company treats them. These perceptions affect their behaviors, and build memories and feelings to drive their loyalty.

In other words – if they like you and continue to like you, they are going to do business with you for a long time and recommend you to others.

So, it’s easy to see why it’s important for so many companies to focus on CX.

But, in order for your customers to like you, you need to get to know them. You need to invest in the long-term relationship (also known as relationship marketing), because when you understand who they they are, you are able to deliver a personalized experience across the entire customer journey.

But gaining this in-depth knowledge about customers isn't something that just happens. You need to collect customer data (i.e.Voice of Customer data) and bring out valuable insights from that data with speed and precision.

The good news is that it doesn't matter what kind of business you're in - improving the experience for your customers has been proven (time and time again) to increase retention, satisfaction and revenue.

reasons to improve customer experience

So, what can you do to create a positive customer experience?

Let's take a look at the most important trends.

1. Customer experience is the new battlefield

No one wants to do business with a company that treats you poorly.

And how you feel after an interaction with a customer service center has a huge impact on your future purchase decisions. A good interaction keeps you happy and satisfied, while a poor interaction could lead to you stop doing business with that company again.

It’s because of these extremes why 88% of companies now prioritize customer experience in their contact centers. Yes, it’s that important.

And it’s easy to see why. If a customer is choosing to do business based on CX, then that’s where you have to stand out!

In fact, more than two-thirds of companies now compete primarily on the basis of customer experience – up from only 36% in 2010!

Therefore, if you want your customers to have a positive experience, you have to invest in it. In fact, 62% of companies will now invest to meet the changing needs of customers.

So, where do you begin?

According to Gartner’s research, companies that successfully implement customer experience projects begin by focusing on how they collect and analyze customer feedback.

Whether you use surveys, web forms, or Net Promoter Score (NPS) programs, read through their comments, suggestions and opinions to see what they expect from you. Then, invest in those projects to meet their expectations.

2. The importance of multi-channel servicing will increase

Companies interact with their customers across multiple channels, which can be through forms on their website, live chat, social media and more.

However, while customers may be positive and accept different service levels from different channels, they also expect that the communication remains consistent.

Are you providing a consistent experience across all channels, both online and offline?

It can be challenging, but the gold standard here is IKEA.

If you visit any IKEA store around the world, you will get the same experience. IKEA invests heavily into customer experience.  This year alone, they've opened more stores, invested in its home delivery network and launched a brand new app - all to the benefit of their customer.

And the pay off has been huge! Not only is IKEA one of the most beloved companies in the world, but their annual revenues have now reached more than $40 billion worldwide.

And it’s this level of execution and result that is driving more companies to invest in the omni-channel experience.

In fact, in their 2020 report, PWC found that the number of companies investing in the omni-channel experience has jumped from 20% to more than 80%.

omni channel investment

Adding to this, Adobe recently found that companies with the strongest omni-channel customer engagement strategies enjoy a 10% Y-O-Y growth, a 10% increase in average order value and a 25% increase in close rates. It sounds like a no brainer to invest in CX, right?

3. Mobile customer experience is priority

When it comes to providing a positive experience across different channels, mobile customer service is expected to soar.

The reason is simple – a bad mobile experience can do serious damage to your brand!

For example, 57% of customers won’t recommend a business with a poorly designed website on mobile. And if a website isn’t mobile-friendly, 50% of customers will stop visiting it, even if they like the business.

By not providing a positive mobile experience, you’re putting business growth in jeopardy, as the graphic below shows.

Why invest in mobile customer experience

It’s no longer the question whether the mobile experience is important or not.

We know it is!

According to Stat Counter, 52% of all internet traffic now comes from mobile, with desktop usage on a trending decline.

So it comes as no surprise why 84% of companies who claim to be customer-centric are now focusing on the mobile customer experience.

However, for companies that aren’t, they’ve been slow to adapt to this trend – especially when it comes to customer support – as an overwhelming 90% of customers report having a poor experience when seeking customer support on mobile devices.

The most common complaints being navigation, site search and load times.

common mobile cx issues

There is a huge gap that needs to be taken seriously.

If your customers cannot navigate your website with ease and find what they are looking for, then you frustrate them. And you lose them.

4. Customer frustration will lead to churn

According to Esteban Kolsky, 72% of customers will share a positive experience with 6 or more people. On the other hand, if a customer is not happy, 13% of them will share their experience with 15 or even more.

The challenge here lies in the fact that, in most cases, customers don’t tell you they’re unhappy. In fact, only 1 in 26 unhappy customers actually complain.

The rest, they just leave, Kolsky claims.

1 in 2 -customers complain

For many companies, the absence of negative feedback is a sign of satisfaction.

But, as the research shows, this might not be the case. Your customers may not be happy, or worse, they’re sharing their bad experiences with others.

Customer expectations are at an all-time high and it’s a tough time for companies to meet and exceed them.

Even if you provide a positive customer experience 9 out of 10 times, that one time you do not could be fatal.

In their future of CX report, PwC surveyed 15,000 consumers and found that 1 in 3 customers will leave a brand they love after just one bad experience, while 92% would completely abandon a company after two or three negative interactions.

What constitutes as a bad experience?

Sometimes, it’s as simple as poor follow-up.

Our own Customer Service research found that very few companies follow up with their customers. Put simply, you can avoid many of these poor experiences by sending a follow-up email.

5. Self-service help will be the first choice

In 2020, companies should ensure that customers are able to find answers to their questions using a wide-range of self-service options.

Today, 67% of customers prefer self-service over speaking to a company representative.

Furthermore, 91% of customers would use an online knowledge base, if it were available and tailored to their needs.

Customers are willing to find the answers themselves. So much so, that by 2030, Gartner estimates that a billion service tickets will be raised automatically by customer-owned bots.

To handle this demand, companies are turning to Artificial Intelligence (AI).

In 2018, 25% of all customer interactions were automated through AI and machine learning. With 90% of companies now planning to deploy AI within 3 years, this number is expected to grow to 40% by 2023.

In the short-term, you need to make sure that when a customer has a problem, the right tools are available to them, so they can solve it, themselves.

In the long-term, you need to think about how AI and technology can help you improve customer experience.

Conclusion

With 9 out of 10 businesses competing mainly on customer experience, it’s the organizations that take customer experience seriously that will stand out from the noise and win loyal customers over.

One thing is for sure, in order to deliver a positive experience, you have to know your customers better than ever before.

This means creating complete customer profiles that help you understand and measure your customers’ behavior at every touch point, and across multiple channels.

(One way to handle this is by using a CRM.)

Once you know your customers well enough, you can use that knowledge to personalize every interaction. Customers these days have more power and choices than ever before. Thus, you are responsible for understanding and acknowledging their needs.

If you make sure their interaction with your company is smooth, pleasant and continuously improving, you will drive brand loyalty. If not, you’ll give your competitors the best gift you can – your customers.

What is your favorite customer experience trend? Are there any important customer experience statistics we missed?

Let me know by leaving a comment below.

P.S. If you got something valuable from these customer experience statistics, please remember to Tweet about it here!

CRM buyers guide 2018

Customer Service

Back to articles

Related Posts:

Comments

Gravatar image

Anna Catché

4 years ago

Great posting, very interesting. Contrats! Just to know if study was also applies to social médias ?

Reply

Gravatar image

Steven MacDonald

4 years ago

Hi Anna, these customer experience statistics will apply to social media as a great customer experience can be delivered in all communication channels.

Reply

Gravatar image

Charles Wattson

4 years ago

If you Improve the experience for your customers no matter what kind of business you have, can be the key for increasing sales and customer loyalty.

Reply

Gravatar image

Patricia

4 years ago

I agree with brands having a great success rate solely on the customer experience they offer. Replying to customers’ queries in little time help businesses retain their customers.

Reply

Gravatar image

Gloria John

3 years ago

Customer experience - especially for online businesses the most important factor in the growth of business. There are several ways to boost experience. Liked the article. It is very impressive and well explained!

Reply

Gravatar image

Chris McNeil

3 years ago

Nice post, it certainly makes the case for focusing on customer experience. This will be a paradigm shift for many businesspeople!

Reply

Gravatar image

Sanjib Choudhury

3 years ago

The main objective of any company is to provide better customer experience and its continues improvement as per today's requirements to meet customer's expectations. Its more of psychological thoughts of customers which depend on the quality of products and services they receive and mainly how they have been treated as a customer in the competitive market

Reply

Gravatar image

Andrea

3 years ago

When providing experience across different channels, it seems that mobile surveys and experience are preferred. Certainly, survey tools like qualroo, survey monkey, etc., offer a wide range of survey distribution methods to collect customer data as well as advanced reports to bring out valuable insights with accuracy.

Reply

Gravatar image

Osheen Suzanna John

3 years ago

Really good work with this blog, up to date with stats and the content is unique. Appreciate it.

Reply

Gravatar image

James Gornall

3 years ago

Really interesting read. I agree that mobile customer experience is a priority and I think more people should be concentrating on mobile marketing in the coming years.

Reply

Gravatar image

Gerda Johannson

2 years ago

I like the statistics mentioned here!

Reply

Gravatar image

Aida

2 years ago

Great list of statistics. I reference them a lot.

Reply

Gravatar image

Jennifer Fernando

2 years ago

Thank your for sharing such a nice article full of CX stats!

Reply

Gravatar image

Ivan R

2 years ago

Thank you for the useful article and good stats on good CX

Reply

Gravatar image

Robyn Hatfield

2 years ago

Great article! It's scary to see that 25/26 customers that leave won't say anything. I would love to see this broken down by generation.

Reply

Gravatar image

Len Ashby

2 years ago

Back in 1981 Jan Carlzon, then CEO of Scandinavian Airlines, wrote the definitive work on Moments of Truth, turning complaints into opportunities to win devotees and advocates. In today’s online world, where complaints spread faster than Athlete’s Foot, it is even more important to listen to and address complaints. Most importantly, once addressed, complainants become advocates, according to Carlzon. So, customer's need to feel they have a meaningful way to complain - and seek redress.

Reply

Gravatar image

Steven MacDonald

2 years ago

Great comment, Len! Even though Carlzon wrote that back in 1981, it's still just as relevant as it is today. Just goes to show that some things never change!

Reply

Gravatar image

Anne Bosch

2 years ago

Great article Toma. Customer experience is the most important priority for any business. Evolving demand of customer self service at their own convenience has raised the use of technology to solve their queries. This also help to retain the customers easily and earn their loyalty.

Reply

Gravatar image

Nikita

2 years ago

Nice article !! I completely agree about mobile customer experience priority for any kind of business. It helps us to nurture good relationships with our customers. Thanks a lot for sharing this, keep guiding us!

Reply

Gravatar image

Clive Watkins

2 years ago

A better customer experience will bring customer retention, which will bring more revenue for the company and, a better customer experience for customers will ensure the customer will have a long association with the brands and a positive word-of-mouth.

Reply

Gravatar image

Benny Sortini

2 years ago

Thanks for sharing this article on customer experience. I appreciate it. The customer experience plays an important role in building long term relationships between customers and brands.

Reply

Gravatar image

Abhi

2 years ago

Great stuff, Toma. You have put together all the key-trends and statistics that are essential to make a decision and formulate a CX strategy. Thank you.

Reply

Gravatar image

Olga

one year ago

Customer experience has become a key differentiator for many businesses. Modern customers expect smooth customer experience throughout their journey. These stats provide this and show that companies should invest more in customer experience. Thank you Toma for this post.

Reply

Gravatar image

Nitin Gupta

one year ago

Thanks for the valuable CX stats throughout the article.

Reply

Gravatar image

Roland Pfister

one year ago

Thank you so much for sharing these informative CX statistics. This is really helpful.

Reply

Gravatar image

Lisanne

one year ago

Hi Which data source(s) did you use for these statistics? BR Lisanne

Reply

Gravatar image

Steven MacDonald

one year ago

Hi Lisanne. We've used tons of sources for this article on CX statistics. Is there a specific statistic above that you would like to know the source?

Reply

Gravatar image

Holly Smith

one year ago

Thank you Toma for sharing these customer experience statistics with us. It was such an informative and interesting post!

Reply

Gravatar image

Vida Salvateur

one year ago

Such a nice and informative blog and you are right about the fact that customers stay loyal with companies due to the experience they receive.

Reply

Gravatar image

Pamela Decker

10 months ago

Outstanding article. What are your thoughts about the educational/training aspect of a corporation's products in relation to CX?

Reply

Gravatar image

Steven MacDonald

10 months ago

Thanks Pamela! I think that's an incredibly important part of CX.

Reply

Gravatar image

Jeremy Lawson

10 months ago

Such interesting statistics, Toma. Loved your article. The only place where I differ is that with all this focus on the online customer experience, people are forgetting the in-store experiences haven’t lost their relevance in 2019 and are unlikely to do so any time soon. This is where point-of-purchase displays that provide relevant information, guide customers to the right aisles and much more can be of huge help. In fact, with unique graphics and bold messaging, stores can even pull in customers from afar!

Reply

Gravatar image

Steven MacDonald

10 months ago

That's such a great point, Jeremy. It's an important reminder that the customer experience applies to online and offline.

Reply

Gravatar image

Yifat Cohen

9 months ago

I believe that the future of marketing is authentic engagement on a personal level, and as companies become more and more automated, those who win will be those who know how to maintain their humanity and attention beyond bots and AI.

Reply

Gravatar image

Ryan

7 months ago

Great statistics by the way!

Reply

Gravatar image

Kevin

6 months ago

WOW! Great CX stats for 2020 and a useful article!

Reply

Gravatar image

Mike Kazmirchuk

6 months ago

CX becomes even more important in the nowadays competitive environment. Seth Godin describes it succinctly when he says: You can treat your customers like they don’t have a choice, but in the long run, customers always have a choice.

Reply

Gravatar image

Steven MacDonald

6 months ago

That's a great quote, Mike. Thanks for sharing it.

Reply

Gravatar image

Eric M.

6 months ago

A very helpful article about customer experience and the future of the call center industry. Thank you.

Reply

Gravatar image

Karanjoshi

6 months ago

Great stuff! A very helpful article about customer experience and the future of the call center industry and also Great CX stats. Thank you.

Reply

Gravatar image

Tanel V.

5 months ago

Thank you so much for sharing these informative CX statistics. This is really helpful.

Reply

Gravatar image

Jeremy Lawson

4 months ago

Amazing compilation! Customers are fiercely loyal today, and if companies want to introduce them to their products, they will have to devise ways to make them purchase impulsively in stores. This can be done through effective POP marketing.

Reply

Gravatar image

Shibi

3 months ago

Good article. Thanks for sharing. Customers are the most important factor in the growth of any business.

Reply

Gravatar image

Praveen Kumar

2 months ago

Pretty insightful statistics. Thanks for taking your time in curating this and putting it out in the open.

Reply

Gravatar image

Stephanie Hoff

2 months ago

Customer satisfaction is the main feedback for any business. It gives the better experience to customer and also helps to increase the sale for business. Thanks for sharing this informative post!

Reply

Gravatar image

Tom Greenberg

2 months ago

Customer experience helps us to know about our services to the customers. Thank you for sharing this with us!

Reply

Leave a Comment