It wasn’t long ago that companies found — the key to a delightful customer experience was the quality of the products and services they offered. But now, even more, relevant success factors have emerged.
Lately, customer success and revenue growth are not just dependent on offering multiple products or providing quality services.
Yes, the quality part matters but what matters the most is —customer experience. The ‘customer experience’ metrics have come across as a key differentiator in this highly competitive market, which is flooded with all sorts of choices in every industrial vertical. Keeping changes in mind, most brands are not only selling the products/services but also an exhilarating experience to their customers.
But unfortunately, 49% of brands have today left behind in providing the best CX to their customers. This, in return, has impacted their sales and revenue.
So, if you don’t want to be left behind, check out the top customer experience statistics to redefine your CX strategies in 2022.
Why Has Customer Experience Become Top Priority in 2022?
Customers no longer pledge allegiance to prices or products. Instead, they remain loyal to the company based on their experiences. Your customers will leave you if you can’t keep up with their growing demands. But, shopping across multiple devices has made it difficult for businesses to maintain consistency.
According to an Oracle CX report, 90% of respondents find CX a primary focus regardless of the industry or company.
What is Customer Experience?
Customer experience is a customer’s perception of a brand based on various touchpoints in the overall buying journey from the moment the brand was first discovered. The better the customer experience, the more likely they will continue using the service and promoting your brand to friends and family.
According to Vani Dixit, Head of Customer Management, Zee5, building a very powerful customer data platform is important. Unified consumer segmentation is important, wherein customers are still interacting with the brand, regardless of the multiple channels they are using to interact with the platform.
Why Is Customer Experience Important Today?
Consistent communication is important. Developing a differentiated communication strategy is imperative for building a great customer experience in the long term. It would be best if you meet your customers on the right platform at the right time.
1. Customers want better interactions with businesses
The key to improving customer engagement KPI and customer service in 2022 is to analyze and predict, personalize, retain, and engage. It is important for SaaS companies to choose the best communication channel and present them with an accurate demo of their products or services.
For that, you need to know the demand of the prospects and where to find them. Once you have found them, you should engage with personalized messages as per their need and phase of the customer’s journey.
2. The increase in Internet Users
In 2020, more than 40 million people in Southeast Asian countries came online for the first time; later, pushing the number of Internet user engagement metrics in these countries to 400 million.
According to Cahyanto Arie Wibowo, Head of Product Growth at KapanLagi, brands need to create customized user segments based on behavior, and user attributes to send in-app messages.
These practices will lead to maximum conversions. For example, in-app message click through rates are up to 70.61% on Android and 27.19% on iOS devices, which can soar to 50.05%. 20.81% for Android and 20.81% for iOS devices with appropriate segmentation and accurate communication.
3. Realize how media consumption has changed in 2021
As smartphones are penetrating the market aggressively, user behaviors are also changing proportionally. To stay competitive and float in the market, brands need to keep analyzing the behavioral patterns of their target audience and introduce relevant strategies to improve their customer experience.
In Southeast Asia, the number of DAUs – Daily Active Users for sports, games, video streaming, audio streaming, and news brands increased by 61.70% from January to April 2021.
DAU for Android devices increased by 73.42%, and DAU for iOS devices increased by 47.80 %%. The number of branded websites DAUs in this sector increased by 60.24%.
4. The eminent use of analytics
Since it is a mobile-first world, industries and brands are still in trial and error mode. There is no fixed formula for everyone to provide the best customer experience. In fact, the strategy that is working today might not be applicable tomorrow. Hence, it is best recommended to incorporate analytics.
SaaS companies need to use powerful analytics to get a 360-degree view of their users, predict their behavior and learn everything about them. You must go beyond first name personalization and enhance structural strategies based on user behavior, activity, and preferences.
Today, many behavior analytical tools are available that you integrate with your website to know—
- Where visitors clicked on your site?
- Which content piece they liked the most?
- On which page did they stay the most? Etc.
For example, MonsterInsights is a powerful WordPress Analytics plugin to generate real-time analytics. It is a GDPR-friendly tool that can produce insightful user behavior reports to personalize CX.
5. Email user engagement benchmarks
User behavior-based email campaigns are popular with digital consumers who find emails relevant.
Many companies today use emails to engage with their customers. For example, FedEx send constant follow-up emails to their customers to keep them informed and engaged.
Once you parcel with FedEx, they will constantly update you with these sort of emails—
6. The advancement of Push Notifications
Digital consumers have been found to react much more positively to the communications transmitted by the app’s behavior. The CTR of behavior-based push notifications is 10.32% higher than typical send, and deliverability is up to 70.19%. If the personalized layer complements these push notifications, the CTR can reach up to 14.92%, and the delivery rate can reach 94.02%.
7. Use digital touchpoints such as email, SMS, push notifications, in-app messages, and social media
According to the in-app messages user engagement benchmarks 2022, communication becomes valuable when in-app messages are sent to digital consumers based on user behavior in mobile apps.
Personalized messages are reflected in the rise in CTR on Android (56%) and iOS devices (29.41%) and the increase in conversions on Android (21.81%) and iOS devices (28,16). You are more likely to perform the desired action.
8. Behavioral communication
Understand and analyze every customer’s story behind every action they take – like a tap, swipe, or click. It is highly recommended to analyze how audience segments navigate and communicate with your brand on mobile, web, and email.
According to the website messages user engagement benchmarks 2022, given the increase in the number of DAUs on digital entertainment websites in Southeast Asia in 2021, consumers are willing to respond to website pop-up messages with a high CTR of 6.54%.
How Companies Planning to Address CX?
1. Vedantu — Segment Your Customers
You must compare different customer segments and monitor campaign performances. Identify lead customers as they are your biggest revenue sources. According to Kunal Dubey, Head of Marketing, Vedantu, insight-led engagement has enabled him to gain 65% growth in the topliner business.
2. Blibli — Use Segmentation and Communication Together
You must indulge in effective segmentation of consumers with key communication to an audience of one and designing onboarding paths. According to Fanky Mulia, VP of Group Product, Blibli, the company saw 43% repeat purchases using gamification. Automatically group customers according to their behavior. Group customers into categories such as loyalty, promise, and risk-based on their behavior. Use a predictive model to identify customers who may react to your promotion. Communication is tailored to the customer journey and buyer life cycle.
3. Lifestyle — Leverage AI to Improve CX
You must create an intuitive journey without code and personalize every step. Automate AI optimization, Iteration, A / B testing, and improvement in the automation of customer engagement KPI throughout the life cycle. Real-time insights at all levels are the need of the hour.
Joydeep Das, Lead Digital Marketing, Lifestyle, claims that end-to-end strategies for customer loyalty and user journey mapping reduced cart abandonment by 20% and increased customer retention by 30%.
4. Jenny — Personalization Is Key to Win Customers
Personalization and to one, for everyone are much required for delivering customer experience. You need to create a personalized experience that will win your customers for the rest of your life. Delight them with recommendations and offers tailored based on their tastes, behaviors, demographics, interests, deals, and more.
Hasan Abu Ghosh, Head of Marketing, Jeeny, claimed a 25% conversion based on one-to-one personalization with customers.
5. Mashreq Neo — Delivery the Best Content
Companies must choose the best content and deliver it at the perfect moment, reaching customers at the right time through the right channels. Sridhar Iyer, Mashreq Neo, Executive Vice President, and Head claimed to leverage an intelligent customer loyalty platform.
This application gives Mashreq Neo a better understanding of customer behavior and allows them to use artificial intelligence to make proactive decisions giving them a 16% boost in debit card activation.
Additional Customer Experience Statistics
By now, you have learned so many eye-opening customer experience statistics, strategies and plans to build a positive CX in your organization. But on a parting note, you should check out some other important customer experience statistics too:
1. 80% of customers want personalized solutions today
Personalization is the way to win customers today. With more and more brands using personalization marketing, the expectations of customers have risen a lot.
A simple personalized email with a first name is not sufficient to impress customers any longer. According to a McKinsey report, customers now want personalization throughout their interactions. They want personalization that empowers them to spend their time and money according to their preferences.
2. Positive customer experience can reduce customer service costs by 33%
Customer experience is not just about providing products and services at the right time to your customers. It is also about creating different touchpoints to connect customers with your brand. You need to leverage social media and offline interaction solutions to build a personal connection with your customers.
Deloitte report states that a new era of customer engagement is based on four principles—
- Define customer value for your organization
- Segment customers based on their value and baseline metrics
- Invest in segments proportionate to the bottom line
- Track and measure customer value to improve CX
3. 63% of customers are willing to share personal information
Those times are gone when companies have to beg customers to share their private information with them. Today, people are more willing to share their personal details with their brands if they offer them a great experience in return.
Experience is extremely important for customers today. They will buy more and become loyal when they receive the best experience. So, all you need to provide is a positive CX, and your customers will happily share information with you.
In addition, the same report suggested that 60% of consumers will stop using your services or products when they don’t receive a positive experience. In fact, 32% would stop doing business with your brand after one bad experience.
4. Customers are leaving and reading reviews
Reviews have always been helpful in advertising your positive CX culture. But after the pandemic, consumers are reading more reviews than before. According to a Brightlocal survey, 77% of consumers always read online reviews when browsing for local businesses in 2021, compared to 60% in 2020.
Besides this, the report also showed that—
- 67% of customers leave a review after receiving a positive experience.
- 89% of consumers are highly likely to use a business that responds through online reviews.
- 57% of customers say they will not do business with companies that don’t respond to reviews.
- In 2021, 3% of people said that they would consider using a business product with an average one or two-star rating.
- 62% said they had seen a lot of fake reviews for local businesses.
- Merely 7% of customers are “not at all” suspicious of Facebook reviews.
5. CX is the most growth-driven strategy
According to a North Highland survey conducted among 700 senior business leaders in the US and UK — CX was the most growth-driven strategy in 2020. The survey results further stated that—
- 54% of executives across 10 industries have expected a 5% increase in their revenue.
- The highest-ranked growth factors after customer experience are operational efficiency, product innovation, and digital capability.
- The report suggests that customer-led transformation starts at the organizational level. Businesses have to engage with their employees to initiate successful CX.
Customer Experience can decide the success of your business. Some facts are that 96% of customers say that customer service is a key factor in creating brand loyalty, and 89% can switch brands after a bad experience. CX accounts for over 60% of brand loyalty, and 66% of consumers expect businesses to understand their needs.
The most common customer priorities are features, price, convenience, experience, design, reliability, performance, efficiency, compatibility, empathy, fairness, transparency, control, options, information, and accessibility.
While a significant 74% of customers can buy a product based solely on positive CX, 80% are more likely to buy if the brand offers a personalized experience. Positive experiences and personalization are the most important aspects for CX customers.