Spotlight on CX

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

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

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

50% will switch to a competitor after one bad experience

80% will switch to a competitor after one bad experience

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