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32 Customer experience statistics you need to know for 2023

Customer experience statistics

How do you win new customers?

Every business claims that it’s in the quality of the product or service they deliver.

While that might have been true two-three years ago, it’s no longer the reason why customers choose to do business with a company. Today, it’s all about providing the best customer experience.

We recently asked 1,920 business professionals to share their number one priority for the next 5 years.

The results?

Customer experience (or CX) came in first - beating product and pricing for the third time in a row.

customer experience a top priority for businesses

Truthfully, it’s no surprise that customer experience is the number one priority.

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.

So, where is this revenue growth coming from?

A good customer experience leads to your customers spending more.

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

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

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 at 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 role in your 2023 plans, use this article to stay ahead of the top customer experience statistics and trends in the upcoming year.

At SuperOffice, we've helped thousands of companies use B2B sales, B2B 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.

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.

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 are, you are able to deliver a personalized experience across the entire customer journey.

Acquiring 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.

why invest in 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.

It makes sense, right?

The sad news is that less than half of all organizations will be investing in the customer experience next year.

In fact, our own research found that only 44% will increase the investment in their CX initiatives.

investment in customer experience initiativesBut if you are investing in CX, 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. Omnichannel customer service will increase

A customer contacts you on the platform of their choice.

And unlike the 90s, when there was only telephone (or fax, remember those?), today’s customers are active in dozens!

In turn, companies are forced to interact with their customers across multiple channels, 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. This is known as omnichannel.

How do you provide a consistent experience across all channels, both online and offline?

A great example of a company that does this well is IKEA.

If you visit any IKEA store around the world, you will get the same consistent experience. IKEA invests heavily into customer experience. They've opened more stores, invested in their 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 omnichannel experience.

In fact, in a retailing 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.

3. Mobile customer experience is priority

A poor 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 Statista, 59% of all internet traffic worldwide now comes from mobile.

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

If you are using a CMS platform like WordPress or HubSpot, there are tools to help with mobile optimization like spacing, text size, and more.

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 customer complaints are 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 stop doing business with you.

1 in 2 -customers complain

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

But as the research shows, that's not 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 accounts for a bad experience?

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

Our own 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 2023, 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).

Three years ago, 25% of all customer interactions were automated through AI and machine learning. By 2023, this number is expected to grow to 40%.

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.

6. Customers demand immediate attention

The most important factor in the customer experience?

Fast response times.

most important attribute customer experience

Yet, the average response time for customer service emails is 12 hours.

Clearly, there’s a disconnect. The longer it takes for a business to reply, the less likely it is that the customer will engage. If this happens regularly, then your customer will stop trying to contact you. Eventually, they’ll leave.

Are customers more demanding than ever before?

Maybe. But they deserve to be. Without them, you have no business!

Unless you’re Ryanair, most companies cannot afford to deliver poor customer service and still be profitable.They are the exception, not the rule.

Here’s the thing:

When it comes to the customer experience, your customers don’t care about how great your product or service is. All they care about is that if they have a problem, you are there to help them. And quickly.

7. Anticipate customer’s needs

It’s one thing to respond quickly.

It’s another thing altogether to communicate with customers before they need to contact you. That’s where the art of being proactive comes in.

Most companies provide reactive support. They wait until a customer contacts them and then they respond.

Proactive support is about solving customer issues before they become problems.

Essentially, you’re putting out fires before the match has been lit.

Here's how it differs to reactive customer service.

proactive v reactive customer service

Customers want companies to be proactive, too.

More than 85% of customers want to experience proactive communication and contact from a business.

Being able to offer a solution before a customer voices their concern or, better, before they even realize they have a problem is the best way to win a customer’s loyalty.

Conclusion

With 9 out of 10 businesses competing 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.

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Comments

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Anna Catché

6 years ago

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

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Steven MacDonald

6 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.

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Charles Wattson

6 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.

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Patricia

6 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.

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Gloria John

6 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!

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Chris McNeil

5 years ago

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

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Sanjib Choudhury

5 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

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Andrea

5 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.

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Osheen Suzanna John

5 years ago

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

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James Gornall

5 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.

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Gerda Johannson

5 years ago

I like the statistics mentioned here!

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Aida

5 years ago

Great list of statistics. I reference them a lot.

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Jennifer Fernando

4 years ago

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

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Ivan R

4 years ago

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

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Robyn Hatfield

4 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.

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Len Ashby

4 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.

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Steven MacDonald

4 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!

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Anne Bosch

4 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.

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Nikita

4 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!

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Clive Watkins

4 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.

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Benny Sortini

4 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.

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Abhi

4 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.

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Olga

3 years 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.

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Nitin Gupta

3 years ago

Thanks for the valuable CX stats throughout the article.

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Roland Pfister

3 years ago

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

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Lisanne

3 years ago

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

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Steven MacDonald

3 years 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?

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Holly Smith

3 years ago

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

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Vida Salvateur

3 years 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.

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Pamela Decker

3 years ago

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

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Steven MacDonald

3 years ago

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

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Jeremy Lawson

3 years 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!

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Steven MacDonald

3 years ago

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

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Yifat Cohen

3 years 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.

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Ryan

3 years ago

Great statistics by the way!

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Kevin

2 years ago

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

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Mike Kazmirchuk

2 years 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.

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Steven MacDonald

2 years ago

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

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Eric M.

2 years ago

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

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Karanjoshi

2 years 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.

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Tanel V.

2 years ago

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

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Jeremy Lawson

2 years 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.

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Shibi

2 years ago

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

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Praveen Kumar

2 years ago

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

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Stephanie Hoff

2 years 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!

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Tom Greenberg

2 years ago

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

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Ann Fitzsimons

2 years ago

I love all of the CX statistics you have added into this article. It also looks like you have continued to update the information too. It's a constant "battle" to stay on top of the current CX trends. Thanks!

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K. Drew

2 years ago

Great list of customer experience statistics!

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Stanley Thomas

2 years ago

Great list of stats! I love how you explain the process step by step.

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Aliya

2 years ago

Mobile marketing is going to takeover business in future.

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Taylor Hansen

2 years ago

It's interesting that 86 percent of consumers are willing to pay more if it means a better customer experience. I'm trying to get better customer feedback for my new eCommerce site and it's tough to get consistent feedback. Thanks for the tips and I should maybe hire a consultant for feedback analysis.

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Alex James

2 years ago

I agree customer satisfaction is important factor for your business success. I think nowadays, social media is playing a greater role for customer service.

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Bhooshan

2 years ago

I couldn't agree more! The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and customer experience. Machine Learning and AI are constantly getting better every day. With millions of potential customers out there it's hard for companies to personally look after all their customers. Ai chatbots play a crucial role not only in FAQ's but also in engagement and driving sales into the business. While 95% of customer value high-quality support over speed, delivering both is vital in this competitive age. Integrating live chat into your CX strategy will be a game-changer.

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Veronica Gilbert

2 years ago

Great list of CX stats! Thank you.

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Will Wellington

one year ago

I was looking for this information relating to such customer experience statistics. You have really eased my work by posting this article, loved your writing skill as well. Please keep sharing more, would love to read more from you!

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Graham

one year ago

The digital experience manager role is still establishing itself in many companies. It is not an occupation that is acknowledged even in the employment statistics of the US Bureau of Labor. This will change as companies realize the benefit of having a trained customer experience person in this position.

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Kevin Flanaghan

one year ago

I think it will be helpful for lot of people who are looking to learn more about customer experience statistics. Thank you very much for sharing this article!

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Priya Sharma

one year ago

Amazing article, This is something very informative. thanks for sharing these CX statistics with us.I love this article and the way you have explained the things..Thanks Again 🙂

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Jack L.

one year ago

Very detailed and amazing article about customer experience about their behavior. Thank you.

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Marina Teramond

one year ago

Toma, great article! I also think that customer experience is always of great importance. I always come back to the store where I was served comfortably and where all my expectations were met. It is definitely important to know your customer so you could provide the best service for him. Social media is making a great investment at this point.