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Trend 1

Spotlight on CX

Unprecedented in speed and scale, the recent surge online puts pressure on companies to meet rising expectations as customer experience takes centre stage.

Section 1

The digital (experience) imperative

What started as a global health crisis became the accelerant in our transition to a truly digital-first world. Customers are more online than ever - e-commerce sales jumped 30 per cent during the pandemic - and they’re expecting companies to match the high bar set by digitally savvy leaders that are driving engagement and innovation, and investing heavily in CX.

Customers are seeking online experiences

65% of customers want to buy from companies that offer quick and easy online transactions

49% of customers gave Amazon the highest marks for service

Online companies are driving engagement with customers

1000 2000 3000
Avg Weekly Ticket Volume
4000 5000
2020 2019 2018 2017 2016
% shows the YOY growth in 2020
2015 2014
57% 54% 15% 94% 29% 24% 33%
Ecommerce
Entertainment
Gaming
Groceries
Social Media
Online health
Remote conferencing
& learning platform
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Avg Weekly Ticket Volume
200 400 600 800 1000 1200
% shows the YOY growth in 2020
2020 2019 2018 2017 2016 2015 2014
41% 35% 21% 34% 31% 37% 18%
Ecommerce
Entertainment
Gaming
Groceries
Social Media
Online health
Remote conferencing
& learning platform
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Avg Weekly Ticket Volume
1000 2000 3000 4000 5000 6000 7000 8000
% shows the YOY growth in 2020
2020 2019 2018 2017 2016 2015 2014
20% 27% 27% 104% 8% 15% 21%
Ecommerce
Entertainment
Gaming
Groceries
Social Media
Online health
Remote conferencing
& learning platform
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Avg Weekly Ticket Volume
5000 10000 15000 20000 25000 30000 35000
% shows the YOY growth in 2020
2020 2019 2018 2017 2016 2015 2014
74% 122% - 32% 88% 67% 24% 57%
Ecommerce
Entertainment
Gaming
Groceries
Social Media
Online health
Remote conferencing
& learning platform
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Filter by:

Overall
1000 2000 3000
Avg Weekly Ticket Volume
4000 5000
2020 2019 2018 2017 2016
% shows the YOY growth in 2020
2015 2014
57% 54% 15% 94% 29% 24% 33%
Ecommerce
Entertainment
Gaming
Groceries
Social Media
Online health
Remote conferencing & learning platform
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

SMB
200 400 600
Avg Weekly Ticket Volume
800 1200 1000
2020 2019 2018 2017 2016
% shows the YOY growth in 2020
2015 2014
Ecommerce
Entertainment
Gaming
Groceries
Social Media
Online health
Remote conferencing & learning platform
41% 35% 21% 34% 31% 37% 18%
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Midsize
1000 2000 3000
Avg Weekly Ticket Volume
4000 8000 6000 7000 5000
2020 2019 2018 2017 2016
% shows the YOY growth in 2020
2015 2014
Ecommerce
Entertainment
Gaming
Groceries
Social Media
Online health
Remote conferencing & learning platform
20% 27% 27% 104% 8% 15% 21%
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Enterprise
5000 10000 15000
Avg Weekly Ticket Volume
20000 35000 30000 25000
2020 2019 2018 2017 2016
% shows the YOY growth in 2020
2015 2014
Ecommerce
Entertainment
Gaming
Groceries
Social Media
Online health
Remote conferencing & learning platform
74% 122% - 32% 88% 67% 24% 57%
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Section 2

CX becomes the business strategy

Connections matter during times of crisis and both customers and companies say that CX has become more important over the last year. So much so that it has vaulted to the forefront of business strategy, and with good reason:

75% of customers are willing to spend more to buy from companies that give them a good customer experience.

And the stakes remain high since customers haven’t gotten more forgiving during the pandemic. One bad experience is still reason enough for many to consider taking their business elsewhere.

Customers and companies are prioritising CX

Half of customers say that customer experience is more important to them now compared to a year ago

0% 20%
Percentage of surveyed customers that agree
40% 60% 80% 100%
Brazil
Mexico
India
Spain
Korea
Singapore
Italy
United Kingdom
France
Germany
United States
Nordic
Australia
Benelux
Japan
100% 80% 60% 40% 20% 0%
Percentage of surveyed customers that agree
Brazil
Mexico
India
Spain
Korea
Singapore
Italy
United Kingdom
France
Germany
United States
Nordics
Australia
Benelux
Japan
Internet Explorer does not support these charts.

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63% of CX managers say their company prioritises CX more than a year ago

0% 20%
% of surveyed CX managers that agree
40% 60% 80% 100%
India
Brazil
Mexico
Singapore
Korea
Italy
United States
Australia
Germany
Spain
United Kingdom
Nordics
Benelux
France
Japan
100% 80% 60% 40% 20% 0%
% of surveyed CX managers that agree
India
Brazil
Mexico
Singapore
Korea
Italy
United States
Australia
Germany
Spain
United Kingdom
Nordics
Benelux
France
Japan
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

No change from last year: most customers will still defect after multiple bad experiences

50% will switch to a competitor after one bad experience

0% 20%
Percentage of customers that agree
40% 60% 80% 100%
Australia
Benelux
Brazil
France
Germany
India
Italy
Japan
Korea
Mexico
Nordics
Singapore
Spain
United Kingdom
United States
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

0% 20%
Percentage of surveyed customers that agree
40% 60% 80% 100%
Millennials/
Gen Zers
Gen Xers
Silents/Baby
Boomers
Internet Explorer does not support these charts.

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Filter by:

Country
100% 80% 60% 40% 20% 0%
Percentage of customers that agree
Australia
Benelux
Brazil
France
Germany
India
Italy
Japan
Korea
Mexico
Nordics
Singapore
Spain
United Kingdom
United States
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Generation
100% 80% 60% 40% 20% 0%
Percentage of surveyed customers that agree
Millennials/Gen Zers
Gen Xers
Silents/BabyBoomers
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

80% will switch to a competitor after one bad experience

0% 20%
Percentage of customers that agree
40% 60% 80% 100%
Brazil
Singapore
Australia
Mexico
Spain
United States
Benelux
France
Nordics
United Kingdom
Germany
Italy
Japan
Korea
India
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

0% 20%
Percentage of surveyed customers that agree
40% 60% 80% 100%
Millennials/
Gen Zers
Gen Xers
Silents/Baby
Boomers
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Filter by:

Country
100% 80% 60% 40% 20% 0%
Percentage of customers that agree
Brazil
Singapore
Australia
Mexico
Spain
United States
Benelux
France
Nordics
United Kingdom
Germany
Italy
Japan
Korea
India
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Generation
100% 80% 60% 40% 20% 0%
Percentage of surveyed customers that agree
Millennials/Gen Zers
Gen Xers
Silents/BabyBoomers
Internet Explorer does not support these charts.

You deserve better. Treat yourself and view the report in an updated browser.

Section 3

Your empathy is showing

It’s not enough for companies to simply provide fast, friendly service. In a world marked by uncertainty, customers are seeking empathy and want to buy from companies that reflect their values.

Customers want companies to lead with their values

49% want agents to be empathetic

54% want to buy from companies that prioritise diversity, equity and inclusion in their communities and workplaces

63% want to buy from companies that are socially responsible

Section 4

Juggling competing priorities

As companies strive to meet new customer expectations, they’re having to determine what needs the most attention now and what they can focus on later. With so many balls in the air, fewer companies have hit key milestones to help them take their support to the next level.

Data shows that companies who perform better across key CX metrics, including faster response times and higher customer satisfaction rates, are more likely to have adopted omnichannel support. But investment in omnichannel, which integrates all of a company’s available channels into one streamlined workspace, actually dropped 10 per cent last year. Companies must do what they can, with the resources they have, but there’s a risk of falling behind higher performing peers as customer expectations rise.

High-performing companies are more likely to have adopted omnichannel support

0% 20% 10% 30% 50% 40% 60%
Percentage of companies adopting omnichannel solution
High performer
Average performer
Low performer
50% 60% 40% 30% 20% 10% 0%
Percentage of companies adopting omnichannel solution
High performer
Average performer
Low performer
“Customer engagement cannot always be about new sales - the best way to engage your customers is to develop an online experience that is based on customer empathy. Find out what your customers care about and design meaningful communications across all of your online channels that mirror how you would build a relationship with a customer in person. We have supported a number of brands this year moving from an in-store focused strategy to an online-only strategy and this approach has made that transition a lot easier.”

Rich Gardner

VP, Global Strategic Partnerships at Klaviyo

NEXT CX TREND

A more conversational world

Explore Trends

  • 01

    Spotlight on CX

  • 02

    A more conversational world

  • 03

    Emphasis on agility

  • 04

    The future of work is now

  • 05

    The digital tipping point

  • Best practices

    Make the most of this year's trends

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