1. Deliver the CX They
Expect: Customer
Experience Trends
Report (Global
Edition)

2. An easy-to-follow guide
with insights on improving
your brand’s customer
experience, based on the
latest global CX research

3. OVERVIEW &
EXECUTIVE PREVIEW
To help brands deftly navigate today’s CX landscape,
Acquia commissioned a global survey of more than 6,000
consumers and 600 marketers, examining disconnects
between these audiences when it comes to CX.
Here is a closer look at insights to enhance
the customer experience your company
delivers – backed by the latest
global research.

4. ONE THING IS PERFECTLY
CLEAR: MOST BRAND
CXS ARE FAILING
Globally, there was one key takeaway regarding
consumer experience:
of customers believe when it comes to delivering a
good customer experience, most brands fail to meet
their expectations.
90%

5. IT’S A WAKEUP
CALL FOR BRANDS
It’s no surprise to marketers: 94%
of marketers agree that, overall,
most brands fail to deliver a good
customer experience.
The good news is that
customers make no
secret of what they
expect: a convenient,
personalized experience.
Yet many have a blind spot: 82% of
marketers believe their brands are
meeting customer expectations with
regard to customer experience – but
only 10% of customers agree.
ACTION: It’s time to ask hard questions: Is your CX personalized
and convenient? Or do you have room for improvement?

6. UNDERSTANDING THE GAP
BETWEEN PERCEPTION
AND REALITY
Marketers are often focused on CX innovation and novelty.
But customers want a streamlined, reliable experience:
Convenience:
90% of consumers
say when they
interact with a
brand online, they
want a convenient
experience.
Greater
personalization:
80% say, “I would be
more loyal to a brand
that showed they
really understood
me and what I was
looking for.”
90% 80%
ACTION: Don’t overcomplicate your CX.
Ask yourself: Where can you strengthen the fundamentals?

7. of consumers say,
“Technology should make
my experiences with brands
more valuable.”
say, “Technology should
make my online experiences
with brands better.”
TECHNOLOGY HELPS IMPROVE
CONVENIENCE AND PERSONALIZATION
Consumers are open to technology as a pathway to improving their CX:
ACTION: Find and implement technologies that can improve
your core CX. And from there, consider innovations.
82%80%

8. FAILURE TO MEET
CUSTOMER EXPECTATIONS
COMES AT A COST
of customers say, “I often abandon a brand for
another when the online experience is poor.”
63%
say, “I am loyal to certain brands, but as soon as
I have a bad experience with them, I move on.”
72%

9. FROM CONVENIENCE
TO PERSONALIZATION
60%
of consumers say, “I often notice that the brands
I work with provide different and/or inconsistent
experiences across different channels (physical
store, website, mobile app, etc.).”
TAKEAWAY: Personalization drives convenience; and there’s
an intimate connection between personalization and data.

10. ALIGN YOUR DATA STRATEGY
WITH CUSTOMER SENTIMENT
Data is essential to offering personalized, convenient strategies.
But consumers have mixed feelings about giving brands their data:
ACTION: It’s critical to have an ethical, transparent,
and secure strategy in place to manage customer data.
of consumers
wish there were
stronger privacy
laws in their
country.
83%
are not confident
that brands have
their best interests in
mind when they use,
share, and/or store
their personal data.
61%
of consumers aren’t
comfortable giving
their data to brands
in exchange for
better customer
experiences.
51%

11. MARKETERS ARE
FOCUSED ON
IMPROVING THEIR CX
83%
of marketers say that personalization for
customers and personalization for potential
customers is part of their marketing strategy
for the next 12 months.

12. HIGH TECH, HIGH TOUCH:
DON’T RELY ON TECH AND MISS
OUT ON THE HUMAN TOUCH
of consumers say, ”A human
touch is needed, in addition
to technology, for a positive
customer experience.”
agree that the problem
with automated brand
experiences is they are too
impersonal.
Technology helps brands scale a great CX, but the way it’s
implemented matters:
85% 75%
ACTION: As you strategize your CX technology solutions, ensure
they take personalization and the human touch into account.

13. CX TECHNOLOGY: MARKETERS
STRUGGLE, BUT ARE OPTIMISTIC
Half of marketers struggle to unleash the power of CX technology,
but have a vision for the technical ecosystems to achieve their goals:
ACTION: The key to achieving your customer experience technology
goals is to build an infrastructure that’s open at its core.
say they need their
various marketing
technology solutions
to work together to
create one cohesive
experience.
84%
say open web
infrastructure will
deliver on their
company’s security
needs for delivering
customer experiences.
80%
say, “I want my
customer experience
technology to be
built on open source
technology.”
78%

14. NEXT STEPS
FOR MARKETERS:
REMEMBER: CX =
“CONVENIENT EXPERIENCE”1
GET SERIOUS ABOUT
PERSONALIZATION2
INVEST IN OPEN TECHNOLOGY3

15. Customers have reasonable
expectations, and brands
struggle to meet them.
Of course, that doesn’t mean
brands should give up.
The results of the Acquia-commissioned global
survey present an opportunity for marketers to
plot a new course. Download your free copy
of “Deliver the CX They Expect: Customer
Experience Trends Report,” today.
CUSTOMER EXPERIENCE TRENDS REPORT
DELIVER
THE CX
THEY EXPECT
DOWNLOAD NOW
Visit acquia.com/CX and join the conversation at #AcquiaCX