Redesigning digital customer experience requires investment—and thus, buy-in from senior executives. With the right information on hand, though, it’s easier to make the case for mapping, redesigning, implementing, and continual fine-tuning.
Room for improvement
The status quo of customer experience today is mediocre at best. Customers make this clear, year after year.
- 73% of customers globally point to customer experience as an important factor in their purchasing decisions;
- But 54% of U.S. customers say customer experience at most companies needs improvement.
Even with an array of new technologies available, some customers report customer experience is getting worse:
- Companies scoring a “good” or “excellent” rating among customers dropped from 45% in 2017 to 38% in 2018.
Source: SuperOffice / 2018 Temkin Experience Ratings
Huge upside for delivering great customer experience
Bad experiences don’t just hurt customers. Without the right workflows in place, important company metrics take a hit. Taking longer to resolve customer issues can quickly escalate costs.
- An issue that takes 48 hours to resolve can cost 170% more than one resolved within 24 hours.
Consistently delivering great experiences can create multiple payoffs:
- 81% tell friends and family about it
- 45% share their experiences on social media
- 35% write about it on a review site like Yelp
- 52% will continue to do business with the company
- 24% will choose that company over competitors for up to two years
- Even a small customer experience improvement at a company with $1 billion in annual revenue can lead to an additional $775 million in revenue over three years.
Source: Temkin 2018 Tech Vendor NPS & Loyalty Benchmark Study
Customers are even willing to pay for better experiences:
- 43% of customers globally would pay more for greater convenience;
- 42% of them would pay more for a friendly, welcoming experience;
- And 65% of U.S. customers say a positive experience with a company is more influential than great advertising.
Well-designed customer experience workflows can lead to significant improvements across a range of benchmarks. ServiceNow’s work on its own customer service management has led to:
- A 13-point increase in Net Promoter Score over two years
- 30% growth versus customer growth due to automation
- 25% case deflection through personalized self-service portal and knowledge
- 2,400 customer issues fixed proactively each quarter through automated monitoring
- $9.6 million saved annually by reducing case volume with automation
Now is the time
Smart companies need to keep pace with higher and higher customer expectations:
- 83% of customers say they want the ability to move from one channel to another, such as moving from web chat to a live conversation;
- But only 50% of businesses support such cross-channel interactions.
Source: Genesys / Smart Insights
Making the effort to meet and exceed these expectations will help companies stay on the leading edge. More companies are already increasing their investments in technology tools for their customer experience. Gartner predicts these trends will keep accelerating:
- Two-thirds of all customer experience projects will make use of IT by 2022, up from 50 percent in 2017;
- And more than 40 percent of all data analytics projects will relate to an aspect of customer experience by 2020.
Continue learning about customer experience management:
See why it’s time to rethink customer experience and what it could look like
Read about steps for mapping the customer experience before the design process
Review the steps to take once the customer experience is mapped