Customers today have higher expectations than ever. With the tools to size anything up against the competition at the tips of their fingers, they will leave you for your rival the moment you fail them. And customer experience statistics show that it’s not just product quality they care about but the whole package. That’s why we prepared these stats and facts to show you how brands have been spoiling their customers and what happens when they don’t.
Customer Experience Statistics (Editor’s Choice)
- Consumers are willing to pay up to a 16% price premium for a superior customer experience. (PwC)
- 74% of customers are likely to purchase based solely on their experience. (Treasure Data)
- 77% of B2B buyers claim that their last purchase process was extremely complex. (Gartner)
- About 82% of US consumers want more human interaction with brands. (PwC)
- For 45.9% of companies, customer experience will be the top priority in the next five years. (SuperOffice)
- 32% of consumers would leave a brand after a single bad experience. (PwC)
- The estimated cost of poor customer services in the US amounts to $1.6 trillion each year. (Accenture)
General Customer Experience Stats
1. Just under three-quarters of customers are likely to make a purchase based solely on experience.
Recent customer experience research indicates that 74% of consumers are very, or at least somewhat likely, to purchase products based on experience alone. These findings underscore that price is no longer the only (or, in some cases, even the most important) factor for purchasing decisions.
2. Over 60% of consumers are willing to share their data for a product they value.
43% of the American consumers wouldn’t allow companies to collect their data like location, age, purchase history, and interests. CX statistics, however, suggest that at the same time, 63% would be open to sharing their personal info as long as they receive a product or service they really value.
3. 48% of marketers expect to improve customer experience using conversation intelligence solutions.
Different customer experience software and tools can be useful for enhanced customer experience, increased revenue growth, and improved decision making. 43% of marketers believe these solutions could help boost customer retention. And it would pay off even more if the company could manage to connect digital-to-call into a comprehensive omnichannel customer experience, statistics confirm.
4. 49% of buyers made an impulse purchase after a personalized recommendation.
Personalizations make a difference in the overall shopping flow. As many as 71% of customers are frustrated when they feel the shopping experience is impersonal, further underscoring the importance of customer experience. 44% of consumers will become repeat buyers if offered personalized choices.
5. One in three consumers would pay extra for a higher level of customer service.
Sometimes service is what differentiates companies from others, customer success statistics confirm. Customer care and marketing departments, however, don’t seem to be convinced. Only 19% of marketing respondents and 38% of customer care representatives believe this to be beneficial.
6. Only 14% of companies track the ROI of customer experience.
In addition, only 21% of organizations have their own KPIs to track CX. Yet, there are some positive improvements — 64.5% of companies utilize the Net Promoter Score to measure customer experience.
Stats on the Importance of Customer Experience
7. Consumers would pay up to 16% more for a better customer experience.
A satisfied customer translates into a successful business. Having happy customers allows companies to reap tangible benefits. According to the customer engagement statistics, if the consumer is satisfied, they are willing to pay higher price premiums on products and remain loyal to the brand.
8. 87% of customers claim that talking to an agent made them more confident to complete complex purchases.
Customer experience reports confirm that receiving support over the phone makes consumers more confident where complex purchases are involved, as opposed to shopping online. Naturally, buying a shampoo is very different from buying a car. While a click would do the trick with the former, the latter would more often than not require customer service by phone, customer experience statistics show.
9. Organizations that focus on customer insights are 60% more profitable than those that don’t.
Customer experience reporting tools and analytics are crucial to achieving a better experience and maximizing customer loyalty. Organizations focusing on customer insights outperform their rivals by 85% in revenue. Typically, many call center solutions come with robust analytics features to help companies understand consumer interactions.
10. Companies earning $1 billion annually could earn an additional $700 million in three years after investing in CX.
According to customer value statistics, the investment in CX could nearly double the revenues in only 36 months. This is mainly because 86% of customers would pay more for a superb customer experience. Moreover, 73% of buyers note that customer experience is one of the main factors while purchasing products or services.
11. The number one reason why 42% of businesses invest in CX is improving cross-sell and upsell.
Apart from cross-selling and upselling, there are two other reasons companies want to invest in customer experience. First, it’s improving customer retention (33%), and the second one is boosting customer satisfaction with the brand and its products and services (32%), according to customer experience stats.
Customer Experience Industry Statistics
12. Over two-thirds of marketers in charge of CX claim that their companies compete solely based on customer experience.
Recent customer experience data from Gartner indicates that companies are more likely to compete on the basis of customer experience alone. Furthermore, 81% of marketers claim they expect to strongly or fully compete based on CX.
13. Around 25% of customer service operations were estimated to become automated by 2020.
CX stats suggested that by 2020, a quarter of customer service operations would comprise chatbots or virtual customer assistants. This technology is supposed to boost engagement and improve self-service. For most companies, virtual assistants are handling requests on mobile apps, websites, and social networks. Finally, these automated solutions help reduce calls, chats, and emails by up to 70%.
14. Roughly 88% of companies put a special focus on customer experience in their call centers.
Deloitte’s research on global contact centers suggests that most companies started prioritizing CX in this channel. Many businesses meanwhile outsource to call center companies that offer professional customer service.
(European Business Review)
15. Around 82% of respondents to a survey said their company’s ROI on marketing tech improved in 2020.
According to CX stats, many brands already have some sort of a marketing tool that helps with the customer experience, or they have adopted one over 2020. That has significantly improved their ROI despite the ongoing pandemic. Statistics further suggest that this trend will continue, with 77% of marketers expecting bigger budgets going forward.
16. The correlation between CX and repeated purchases is very high (R=0.82).
Aside from high correlation levels between CX and repurchasing, customer experience research suggests there is a difference in Net Promoter Score between customers experiencing positive and negative experiences — 21 points, according to customer experience statistics.
17. Positive customer experience could decrease customer service costs by 33%.
Good customer service not only provides benefits in terms of customer retention and sales but also reduces costs of customer service. Other than that, consumers who enjoy a positive experience will spend 140% more than those who experience negative situations. Ultimately, customers with positive experiences are more likely to remain customers five years longer than customers with negative CX.
B2B Customer Experience Statistics
18. Roughly 80% of B2B buyers expect to have the same customer experience as B2C.
The shift toward customer experience in B2C has set the same standard for B2B as well. After all, B2B customers also get the B2C experience in their personal lives, so it’s no wonder they would pursue it in a B2B setting as well. Since their expectations have changed, they also want to check products online instead of brochures and finish their purchase in several clicks, instead of calling.
19. 77% of B2B buyers claim that their last purchase process was extremely complex.
Aside from wanting more B2C type of purchase flows, the majority of B2B buyers consider it hard to navigate through the purchase. Customer experience statistics show that typically for a complex B2B solution, there are six to 10 layers of decision-makers, often with colliding opinions, making it difficult for B2B buyers to make a purchase.
20. Over 77% of B2B buyers are undergoing detailed ROI analysis before their purchase.
Buying in the B2B segment is getting longer and more complex instead of going the other way around. For instance, 75% of people in B2B are using multiple information sources to research the product before completing their purchases. 52%, meanwhile, are increasing the number of buying group members.
21. Gartner predicted that B2B companies offering ecommerce personalization would outmatch those that don’t by 30%.
In line with digital customer experience statistics, everything is marked by hyper-personalization. So, when developing a B2B shopping experience, companies should shift toward personalized offers. Only that can differentiate them in the highly competitive market, characterized by longer sales processes.
Customer Experience Trends
22. About 82% of US consumers want more human interaction with brands in the future.
Even though the tech is developing, it can’t completely replace human interaction. 74% of global respondents in one of the many customer service studies want more of it. Technology’s part in customer service should be to support human interaction.
23. 59% of consumers claim that brands are losing the human element of customer experience.
In line with recent statistics on customer experience, consumers feel that human interaction in CX is fading away. Only 38% of American consumers and 46% of customers out of the US feel that employees they interact with understand their needs.
24. Approximately 65% of customers think that physical stores are the best channel for a personalized experience.
Despite the rise of digital channels, customers continue to value in-store experiences. In fact, 46% are willing to pay more or upgrade during face-to-face interaction, as opposed to online. Most companies are turning to digital and forgetting to balance traditional and digital touchpoints.
25. 68% of consumers prefer to seek help with purchases over the phone.
In line with the customer experience stats, 55% of customers like to seek help from businesses via email, 40% in person, and 33% would like to speak to live chat agents. Finally, 13% want to talk using a chatbot.
26. Customers are most likely to call when purchasing a product in the insurance industry.
When buying insurance policies, customers are probably going to call and talk with the human agent (68%). Healthcare is following close behind (67%). Telecom is next (64%), followed by automotive (61%). Home services (60%), financial services (60%), and travel (53%) come at the end of the list of the top industries where customers are likely to call when making a purchase, customer experience stats indicate.
27. For 45.9% of companies, customer experience will be the top priority in the next five years.
The value of customer experience has become more prominent in companies’ strategies. Product and pricing went to second and third place, with 33.6% and 20.5% respectively.
28. For 74% of consumers, digital experience with brands has significantly changed during the pandemic.
Digital customer experience statistics show that 40% of global consumers are buying more using online channels than before. 84% of customers, meanwhile, confirmed they were using digital channels more often in 2020.
29. 77% of marketing leaders claim that they use automation to improve customer experience.
Many marketers use automated insights with the help of AI to simplify everyday workflows. That said, automation still has to really kick in in the services department and reach widespread adoption.
Bad Customer Experience Statistics
30. 32% of consumers would leave a brand after a single bad experience.
Customer loyalty is not unlimited. Even brands with highly loyal customers could suffer losses after a single bad experience. In the US, this figure is smaller (17%) than globally. On the other hand, a large percentage of US customers —59% — would abandon the brand after several bad experiences.
31. The estimated cost of poor customer services in the US amounts to $1.6 trillion each year.
In line with the customer experience data from the Accenture Strategy report, 52% of consumers switch from one company to another due to poor customer service. Banks, cable and satellite TV providers, and retailers rank highest when it comes to losing customers due to poor customer service.
32. 5% of consumers hang up immediately after being put on hold.
Keeping customers waiting is a customer experience killer. Importance of customer experience statistics show that 79% of callers are rerouted at least once, and only 5% of them trust the automatic callback option. Some companies use intent-based routing in their call centers to get customers to the right person straight away and call tracking software to improve the process. Otherwise, 28% of consumers will hang up after five minutes, 26% after 6-10 minutes.
33. Approximately 90% of consumers claim they faced poor customer service on mobile devices.
In line with customer experience statistics, most consumers facing issues and seeking help via mobile hit a roadblock. One of the most common complaints is difficulty navigating or incorrect display (90%). Next up are search results that fail to meet consumers’ expectations (75%), followed by slow load times (40%), and the site not being searchable (20%).
34. 57% of people on the internet wouldn’t recommend a company with a bad website design on mobile.
The value of customer experience on all touchpoints, especially the mobile version of the website, is crucial. That’s where responsiveness and speed come into play. Today, a website that isn’t mobile responsive might as well not exist. Customer experience statistics show that half of the customers will stop visiting a website that isn’t mobile-friendly.
35. 13% of customers will share their negative experiences with 15 or more people.
The ratio of people who would share their negative or positive customer experiences with others is quite different. For instance, 72% of people would share a positive experience with six or more people. On the other hand, unhappy customers share it with many more.
The Bottom Line
Based on these statistics on customer experience, organizations providing an excellent CX are bound to stand out from the competition. To achieve that, knowing your customer and their interests are fundamental. With this knowledge, organizations can personalize every interaction across all touchpoints, which, while requiring investment, will ultimately lead to higher revenue and ROI.
Customer Experience FAQ
What are the 3 main components of customer experience?
Temkin, one of the champion consulting firms in terms of customer experience, has identified three key pillars of CX:
- Success — determining if the interaction was successful from the customer’s perspective.
- Effort — defining how easy it was for customers to interact with the company.
- Emotion — determining how the customer felt during this interaction.
Why is customer experience important?
First, it improves customer satisfaction, statistics confirm. Second, it boosts customer retention that leads to brand loyalty. It also lowers customer churn and drives a strong advantage over the competition. Finally, it boosts sales since happy customers are willing to spend more money.
How do you calculate customer experience?
There are several metrics that are valuable in tracking customer experience, starting with the NPS (net promoter score). Next, always keep track of the customer journey analytics. Conduct customer surveys and try to determine customer churn rates. Moreover, make sure to monitor and follow customer support ticket trends. In the end, always measure customer satisfaction scores.
How to improve customer experience?
There are several steps to take to enhance the existing CX, stats show:
- Identify pain points in the employees’ interactions with the customer and try to address them. Also, make sure to value their ideas;
- Explore different technologies to enhance customer touchpoints;
- Embrace omnichannel approach;
- Improve the customer service as it represents the core of the entire process (both staff with training and support, and infrastructure, like CRM system);
- Personalize the customer journey using all the information you know about them.
What is customer experience management?
Often referred to as CXM, it represents an intertwined system of technologies and marketing strategies that focus on customer experience in the first place. This methodology puts customers first and builds a business around them.
How much does customer service impact the customer experience?
According to customer experience statistics, customer service is a vital determinant of brand loyalty and overall experience. Namely, 96% of respondents to Microsoft’s survey claimed that customer service plays the main role in choosing to stay loyal to a brand.