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37 Customer Experience Statistics You Need to Know for 2020
Post summary: 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.
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 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.
But the most convincing reason why CX has become so important is this: A Walker study found that by the end of 2020, customer experience will overtake price and product as the 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 on how consumers feel about the experience they receive –
But, in order for your customers to like you, you need to get to know them, and then use this knowledge to deliver personalized experiences 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.
And how you feel after an interaction with a customer service center has a huge impact on your future purchase decisions.
According to Gartner’s research, companies that successfully implement customer experience projects begin by focusing on how they collect and analyze customer feedback.
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 –
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%.
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.
By not providing a positive mobile experience, you’re putting business growth in jeopardy, as the graphic below shows.
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.
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.
In 2020, companies should ensure that customers are able to find answers to their questions using a wide-range of self-service options.
With 90% of companies now planning to deploy AI within 3 years, this number is expected to grow to 40% by 2023.
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.
This means creating complete customer profiles that help you understand and measure your customers’ behavior at every touch point, and across multiple channels.
How artificial intelligence will impact digital marketing in 2020
Artificial intelligence (AI) has been disrupting different industries, including digital marketing, for quite some time.
Having an accurately defined ideal customer profile and buyer personas lets you segment your email and content marketing and personalise your marketing messaging and content.
Some of these data points include: This kind of intelligent tracking of customer actions and behaviour gives you valuable insight into what they want and expect from you.
Needless to say, such precise profiling lets you deliver the right and highly personalised content, email campaigns, product recommendations, or assistance to your audience and boost conversions.
That’s why superb customer support and onboarding play an important role in positive user experience, which results in increased loyalty and retention.
We’re not talking about simple algorithms capable of generating some predefined answers and canned phrases, but complex bots that respond based on what your customers are actually asking.
For example, instead of trying to squeeze new customers within your support center working hours, let them to schedule their onboarding sessions whenever it fits them.
And because the human brain processes images 60,000 times faster than it does text, it’s clear that your digital marketing efforts have to be visually appealing.
AI will make these tools even more powerful, meaning that it will use machine learning to understand the text and provide relevant imagery for every scene based on the context.
Besides gifs, images, and short clips, it’s possible to add background music and create complete, engaging videos for different social media platforms.
Tools like Mention offer sentiment analysis, recognise the tone of voice and identify key themes, which means that a brand can spot if there’s a surge in negative (or positive) comments.
The latest image recognition functionalities give these tools the ability to monitor images and videos too, and spot whenever a brand logo appears in an Instagram image or YouTube video.
This will help you stay ahead of the curve, notice even some undertones that might escape traditional social media listening tools’ notice, and prevent damage to your reputation.
That doesn't render content writers useless - at least not in 2020 - but it will be used to create reports and other formulaic content pieces that can be automated.
Although it’s currently in charge of covering high school football games, gubernatorial races, and creating simple tweets, it’s expected that this and similar tools will be given some more serious tasks in the future.
The future is here for digital marketing and in 2020, we can expect that even more tasks will be automated and streamlined, as well as that as a result, customer experience and satisfaction will be tremendously improved.
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As governments consider new uses of technology, whether that be sensors on taxi cabs, police body cameras, or gunshot detectors in public places, this raises issues around surveillance of vulnerable populations, unintended consequences, and potential misuse.
In 2013, Oakland announced plans for a new Domain Awareness Center (DAC), which would implement over 700 cameras throughout schools and public housing, facial recognition software, automated license plate readers (ALPRs), storage capacity for 300 terabytes of data, and a centralized facility with live monitroy.
Through the advocacy of local citizens, the plans were dramatically scaled back and the Oakland Privacy Commission was formed, which continues to provide valuable insight into potential government decisions and purchases.
For instance, cell-site simulators (often referred to as sting-rays), which help police locate a person’s cell phone, were protected by particularly strong NDAs, in which police had to agree that it was better to drop a case than to reveal that a cell-site simulator had been used in apprehending the suspect.
“Now we have third-party intermediary, they have a kind of privacy shield, they’re not subject to state public record laws, and they have departments sign contracts that they are going to keep this secret.” Project Green Light is a public-private partnership in Detroit in which high-definition surveillance cameras outside business stream live data to police and are prioritized by police over non-participants.
Black people are disproportionately likely to be stopped by police (even though when police search Black, Latino and Native American people, they are less likely to find drugs, weapons or other contraband compared to when they search white people), disproportionately likely to be written up on minor infractions, and thus disproportionately likely to have their faces appear in police face databases (which are unregulated and not audited for mistakes).
At the CADE Tech Policy Workshop she shared how Project Green Light makes her feel less safe, and gave a more hopeful example of how to increase safety: give people chairs to sit on their front porches and encourage them to spend more time outside talking with their neighbors.
Instead people were putting bars on their doors and windows, fearing one another.” Young people went door to door and offered free chairs to neighbors if they would agree to sit on their front porches while children walked to and from school.
As Zeynep Tufekci wrote in Wired, sociologists distinguish between high-trust societies (in which people can expect most interactions to work and to have access to due process) and low-trust societies (in which people expect to be cheated and that there is no recourse when you are wronged).
In the case of police body cameras, this lack of choice/control is worsened by the fact that Axon (previously known as Taser) has a monopoly on police-body cameras: since they have a relationship with 17,000 of the 18,000 police departments in the USA, cities may not even have much choice.
In many cases, cities may want to have fewer options or collect less data, which goes against the prevailing tech approach which Mozilla Head of Policy Chris Riley described as “collect now, monetize later, store forever just in case”.
- On 19. juni 2021
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