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55 customer experience facts not worth ignoring

Posted on January 29, 2017 by Rob Petersen

customer experience

Customer Experience (CX) is the interaction between an organization and a customer over the duration of their relationship.

The quality of the interaction is determined by:

  • Journey the customers has to take
  • Touchpoints of the company with the customer along the way
  • Environment (e.g. in person, digital, phone) in which the customer and the company interact

Customer Experience is measured by the individual’s experience during all the points of contact versus the individual’s expectations.

Much research has been done on signs companies should pay attention to help create awesome customer experiences.

Here are 55 customer experience facts not worth ignoring.

  1. 12 positive experiences are necessary to make up for one unresolved negative experience. (Rudy Newall-Legner)
  2. 6-7 times more expensive to acquire a new customer than it is to keep a current one. (Bain & Co.)
  3. A customer is 4 times more likely to buy from a competitor if the problem is service related vs. price or product related. (Bain & Co.)
  4. Consumers are 2 times more likely to share their bad customer service experiences than they are to talk about positive experiences.  (Global Customer Service Barometer)
  5. Only 1 out of 26 unhappy customers complain. The rest churn. Indifference is the enemy. (Huffington Post)
  6. A one-star increase in Yelp rating leads to a 5-9 percent increase in revenue. (Harvard Business Review)
  7. 91% of customer who had a bad customer experience won’t willing do business with your company again. (Glance)
  8. 89% of consumers who experience poor service with your brand will leave for your competition. (Forrester)
  9. 88% have been influenced by an online customer service review when making a buying decision. (Zendesk)
  10. 85% of customer churn due to poor service was preventable. (Huffington Post)
  11. 83% of consumers require some degree of customer support while making an online purchase. (eConsultancy)
  12. 82% say that getting their issue resolved quickly is the number 1 factor to a great customer experience. (LivePerson)
  13. 81% of companies motivate employees to treat customers fairly, and 65% provide effective tools and training to gain trust with their customers. (Peppers and Rogers Group)
  14. of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition. (Pepper and Rogers Group)
  15. 80% of companies say they deliver “superior” customer service; 8% of people think these same companies deliver “superior” customer service. (Bain & Co.)
  16. 80% of Americans agree that smaller companies place a greater emphasis on customer service than large businesses. (American Express)
  17. 78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience. (American Express)
  18. 75% of customers believe it takes too long to reach a live agent. (Harris Interactive)
  19. 75% of brands do not know what engagement means – but are measuring “it.” (Huffington Post)
  20. 72% of consumers share a positive experience with 6 or more people; 13% of consumers who had a negative experience tell 15 or more people if they’re unhappy. (Huffington Post)
  21. 72% blamed their bad customer service interaction on having to explain their problem to multiple people. (Zendesk)
  22. 71% of visitors expect help within five minutes when purchasing product online. (LivePerson)
  23. 70% of customers whose issues were resolved in their favor say they would return to purchase from that company again (Glance)
  24. 70% of buying experiences are based on how the customer feels they are being treated.  (McKinsey)
  25. 69% attributed their good customer service experience to quick resolution of their problem. (Zendesk)
  26. 67% of consumers site bad experiences as reason for churn. (Huffington Post)
  27. 67% of customer churn is preventable if the customer issue was resolved at the first engagement. (Huffington Post)
  28. 67% of of customers reported hanging up on an automated system out of frustration at not being able to reach a live person. (Glance)
  29. 66% of consumers who switched brands did so because of poor service. (Huffington Post)
  30. 66% of B2B and 52% of B2C customers stopped buying after a bad customer service interaction. (Zendesk)
  31. 62% of organizations view customer experience provided through contact centers as a competitive differentiator. (Deloitte)
  32. 62% of B2B and 42% of B2C customers purchased more after a good customer service experience. (Zendesk)
  33. 61% of consumers age 30-49 are the most frequently angered. (American Express)
  34. 59% would try a new brand or company for a better service experience. (American Express)
  35. 58% of Americans perform online research about the products and services that they are considering purchasing. (Pew Research)
  36. 56% admit to having lost their temper with a customer service professional. (American Express)
  37. 55% of consumers would pay more for a better customer experience. (Salesforce)
  38. 55% of customer requests for service on social media are not acknowledged. (Huffington Post)
  39. 54% of those age 18-29 say they’ve never lost their temper with a service professional. (American Express)
  40. 50% of the time, customer service agents failed to answer their questions according to customers (Harris Interactive)
  41. 45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly. (Forrester)
  42. 45% of companies offering web or mobile self-service reported an increase in site traffic and reduced phone inquiries. (CRM Magazine)
  43. 42% of service agents are unable to efficiently resolve customer issues due to disconnected systems, archaic user interfaces, and multiple applications. (Forrester)
  44. 42% of online shoppers said they had contacted a retailer about an online purchase in the last 6 months. (Forrester)
  45. 42% say companies are helpful but don’t do anything extra to keep their business. (American Express)
  46. 41% of consumers expect an e-mail response within six hours. Only 36% of retailers responded that quickly. (Forrester)
  47. 36% of customer service organizations deployed communities in the past 12 months. (Huffington Post)
  48. 33% of consumers would recommend a brand that provides a quick but ineffective response. (Nielsen-McKinsey)
  49. 26% of consumers have experienced being transferred from agent to agent without any resolution of their problem. (Global Customer Service Barometer)
  50. 24% of American adults have posted comments or reviews online about the product or services they buy. (Pew Research)
  51. 22% think companies take their business for granted. (American Express)
  52. 17% of consumers would recommend a brand that provides a slow but effective solution. (Nielsen-McKinsey)
  53. 11% of customer churn good be prevented by simple company outreach. (Huffington Post)
  54. 10% increase in customer retention levels result in a 30% increase in the value of the company. (Bain & Co)
  55. Consumers prefer assistance over the following channels: Phone (61%), email (60%), Live Chat (57%), online knowledge base (51%), “click-to-call” support automation (34%). (eConsultancy)

In addition to these facts in print, below is an infographic with many of these key Customer Experience facts in pictures.

Is an awesome experience worth creating for your customers? Does your business need help improving customer experience?

customer experience infographic

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