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The Global CX Wakeup Call

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SDL surveyed nearly 3000 consumers across 9 countries and 3 generations about their single or most prominent points of CX failure and CX success over the last 10 years, how they behave as a result and the impact on a brand. Download the report to learn where the points of failure occur, how different generations and regions classify failures, how different consumers respond to failure and what can be done to take advantage of this wakeup call and avoid failure fallout.

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  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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The Global CX Wakeup Call

  1. 1. 2 This is a summary of the findings from a global study on customer experience (CX), conducted in January thru March, 2015. It includes responses from 2784 consumers from three generations and across nine countries (UK, US, Brazil, Germany, Sweden, South Africa, China, Japan and Australia). The purpose of this study is to explore where the single or most prominent points of CX failure and CX success happen with customers and the impacts to the business.
  2. 2. 3 This Study Explored the Following Questions When consumers are asked about major customer experience failures: ○ Where does customer experience go wrong? ○ Can you ever win back ex-customers? ○ What gets customers to re-commit? ○ What happens when a customer experiences a major failure? ○ What happens when brands get CX right?
  3. 3. 4 76% of consumers’ “worst CX failure” occurred within the last two years Only 55%of the consumers who recalled a CX failure also remembered a success When 2784 consumers were asked about their most major customer experience failure in the last 10 years…
  4. 4. 5 Where Does Customer Experience Go Wrong (or Right)?
  5. 5. 6 19% 18% 12% 7% 6% 6% 5% 4% 4% 2% Communications services provider (i.e. Cable / TV / mobile / internet service provider) Electronics (televisions, mobile phones, video games, etc) A retail store (any non-grocery retailer you would visit in- person) Online retailer (Amazon, ETC…) Automotive (car, truck, other vehicle OR any services related to them) Home / Residential services (appliance servicing, plumbing, etc.) Groceries and Packaged goods Banking & financial services (not including Insurance) Restaurant Professional Services Nearly 40% of consumers’ “worst CX experiences” have occurred in industries that keep consumers in touch with the digital world (and have more day-to-day touchpoints), thus increasing the opportunity for potential failure The Worst Offenders for CX Failure
  6. 6. Customer journey stage where the biggest CX SUCCESS occurred …. Customer journey stage where the biggest CX FAILURE occurred … Comparing the Primary Points of Success and Failure 8% 22% 12% 28% 17% 12% 0% 20% 40% 60% 80% 100% 1 5% 16% 17% 23% 32% 6% 0% 20% 40% 60% 80% 100% 1 Customer Journey Post-purchase, where customers reach out for support is the biggest difference between a CX fail and a success. • 2x more failures occur in post- sale support than successes. 1 The biggest difference-maker for creating fantastic CX is to impress in the shopping / purchase stage. • Almost 1.5x more successes happen in the pre-purchase stage. 2 3 Delighting your loyalists. • 2x more successes happen in the re-purchase stage. Pre- purchase Shopping/ Purchase Initial Impressions Prod / Svc Exp. Post-Sale Support Re- Purchase Pre- purchase Shopping/ Purchase Initial Impressions Prod / Svc Exp. Post-Sale Support Re- Purchase
  7. 7. 4% 8% 10% 10% 11% 11% 15% 19% 26% 26% 26% 26% 29% 30% 31% 35% 0% 20% 40% They kept contacting me after I chose to stop doing… Heard of or observed poor treatment of other customers Poor product design They lost / ignored my customer status and instead… Product / service difficult to use Service outage Completely unresponsive - never heard back Company policies that are not customer-centric Dishonest / unethical behaviour Poor product quality Product / service did not work as advertised Customer service rude / offensive Was given inaccurate or conflicting information Customer service un-knowledgeable / poorly trained Customer service not empowered to help properly Long waits / Poor response times Human Touch Business Process Product-related The most cited reasons for consumers’ “worst CX failure” relate to business process and customer service agent failure Reasons for CX Failure
  8. 8. 4% 8% 10% 10% 11% 12% 12% 13% 14% 16% 19% 19% 24% 25% 27% 35% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Heard of or observed other customers being treated well Good up-time / No Service outages Great product design Provided an unexpected, but welcome follow-up… Always provided with accurate, consistent information Product / service worked as advertised Product / service easy to use Company policies that are very customer-centric I always received a response when I wanted one Unexpectedly gave me some kind of preferential… No long waits / Good response times Very honest / Ethical business practices Customer service empowered to help properly Great product quality Customer service very knowledgable – well-trained Customer service pleasant / helpful Human Touch Business Process Product-related Most CX triumphs arise from customer service agent interaction Reasons for CX Success
  9. 9. 10 Can You Ever Win Back Ex-Customers?
  10. 10. Do Customers Want to Get Back Together with Brands that Jilted Them? But the younger generations are less likely to pursue a resolution…and more likely to get up and walk away. 82% 18% Yes No 4 in 5 attempt to resolve the CX failure 73% 82% 84% 87% 27% 18% 16% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% YOUNG MILLENNIAL OLDER MILLENNIAL GENX BOOMER No Yes 82% of customers experiencing a “worst CX” are interested in fixing the problem The older the customer, the more likely they are to want reconciliation
  11. 11. 20% 80% Yes, it’s possible. No, it will never happen again. In reality, the odds are stacked against you being able to recover this customer: • 1 in 5 would consider doing business with you again. • 4 in 5 will never come back. If they do return… they won’t treat you the same. • 59% will have less loyalty toward you. • 1/3 will return to status quo • Just 7% will have increased loyalty 30% 29% 34% 5% 2% 0% 5% 10%15%20%25%30%35%40% I’m MUCH less loyal than ever before – I’m actively looking for… I’m a little less loyal than before – it wouldn’t take a lot for me to go… Nothing has changed. I’m a little more loyal than before – it would take a lot for me to go… I’m MUCH more loyal than ever before – I like what I get from… Of the customers that walk away after a fail, there’s only a 20% chance of winning them back again. As for the customers you are able to keep, 59% will be less loyal The Reality of Winning a Customer Back
  12. 12. 131313 What Gets Customers to Re-commit?
  13. 13. What customers say will win them back… 11% 19% 24% 26% 30% 35% 35% 0% 10% 20% 30% 40% Ask me for my recommended action. Give me credits, loyalty points, free upgrades, or other compensationfor future… Provide a genuine, personalized apology Give me discounts, credits, rebates on products / services where I had experienced the… Show me how they had improved their business as a result of my experience. Own the failure / admit their mistakes Nothing – I still wouldn’t go back 8% 9% 22% 21% 8% 29% 0% 10% 20% 30% 40% They asked me for my recommended action. They gave me credits, loyalty points, freeupgrades, or other compensationfor future products / services I received a genuine, personalized apology They gave me discounts, credits, rebates on products / services where I had experienced the failure They showed me how they had improved their business as a result of my experience. They owned the failure / admitted their mistakes …and what actually will win them back. (among customers who have returned post-failure) What Customers Say Will Win Them Back and What Will Really Win Them Back
  14. 14. 11% 19% 24% 26% 30% 35% 35% 0% 10% 20% 30% 40% Ask me for my recommended action. Give me credits, loyalty points, free upgrades, or other compensationfor future… Provide a genuine, personalized apology Give me discounts, credits, rebates on products / services where I had experienced the… Show me how they had improved their business as a result of my experience. Own the failure / admit their mistakes Nothing – I still wouldn’t go back What customers say will win them back… 8% 9% 22% 21% 8% 29% 0% 10% 20% 30% 40% They asked me for my recommended action. They gave me credits, loyalty points, freeupgrades, or other compensationfor future products / services I received a genuine, personalized apology They gave me discounts, credits, rebates on products / services where I had experienced the failure They showed me how they had improved their business as a result of my experience. They owned the failure / admitted their mistakes …and what actually will win them back. (among customers who have returned post-failure) What Customers Say Will Win Them Back and What Will Really Win Them Back 30% of returning customers say they want to see their experience help the brand to change; only 8% admit that this actually worked. 19% of returning customers say they want compensation for future purchases; only 9% admit that this actually worked. By a factor of 3x, customers want: an apology, admission of failure, and at least some money back (on THIS purchase – not future purchases)
  15. 15. 16 What Happens When Customers Experience a Major CX Failure?
  16. 16. 17 “Of the people you fail, you can expect to lose 65% of the revenue they contributed the year after the fail.”
  17. 17. 24% 30% 46% Minimal Cost: Less than an hour; and/or $20 Moderate Cost: 1-8 hours; and $20 - $100 Considerable Cost: Greater than 1 day; greater than "$100" The Cost to the Consumer for Their “Worst CX Failure” 24% of “worst CX” failures cost the customer less than $20* and less than an hour Less than the cost of lunch! *Currency converted to local equivalent for each country surveyed
  18. 18. The Cost to the Consumer for Their “Worst CX Failure” by Country 35% 38% 44% 36% 46% 51% 56% 55% 50% 0% 25% 50% 75% US Germany Sweden UK Australia Japan South Africa Brazil China MINOR MEDIUM MAJOR In the US & Europe, a failure is a failure – the bar is low To customers in South African, Brazil and China, the size of the failure mattersMinimal Moderate Considerable
  19. 19. More Developed Economies are More “Petty” and Have Higher CX Expectations The richer the consumer base, the more likely they are to be offended by minimal CX failures AverageIncomeperPerson, InternationalDollars,2013 DifferencebetweenMajor andMinorCXFailures
  20. 20. 21 36% 22% 22% 17% 32% 35% 30% 26% 32% 42% 48% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Young Millennials Older Millennials Gen X Boomer MINOR MEDIUM MAJOR Younger generations are lowering the bar on what really constitutes a “failure” Only Millennials consider CX failures with minimal cost more noteworthy than those with a considerable cost Millennials expect brands to get the small stuff right – and impose huge blame if brands don’t The Cost to the Consumer for Their “Worst CX Failure” by Generation Minimal Moderate Considerable
  21. 21. 36% 22% 30% 10% 2% 0% 10% 20% 30% 40% Nothing. Went on as if nothing changed. I stopped recommending them I started looking for alternatives, competitors. I actively disparage them every chance I got by word-of- mouth I actively disparage them every chance I got through social media and other online publishing channels. Passive Active Indifferent Motivated Toxic 12% of customers experiencing a CX Failure “go negative” Responding to CX Failures 64% of customers experiencing a CX Failure stop recommending the brand, leave or go negative
  22. 22. CX Failure Response by Generation 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Nothing. Went on as if nothing changed. I stopped recommending them I started looking for alternatives, competitors. I actively try to disparage every chance I got by word-of-mouth I actively try to disparage every chance I got through social media and other online publishing channels.YOUNG MILLENNIAL OLDER MILLENNIAL GENX BOOMER Passive Active 1 Younger millennials are most likely to just do nothing. 2 Boomers are more likely to disparage by word of mouth.
  23. 23. CX Failure Response by Country 36% 55% 37% 18% 7% 0% 10% 20% 30% 40% 50% 60% Nothing. Went on as if nothing changed. I stopped recommending them I started looking for alternatives, competitors. I actively try to disparage every chance I got by word-of- mouth I actively try to disparage every chance I got through social media and other online publishing channels. CHINA JAPAN GERMANY SOUTH AFRICA SWEDEN US BRAZIL AUSTRALIA UK 1 Sweden, Germany and Japan are content to “grin & bear it.” • 1/2 of customers that receive a horrible CX do nothing 3 4 Australia and the UK get disparaging (via WOM) 5 China, South Africa, Brazil and Australia actively look to move on China stops recommending 2 The UK punishes you online
  24. 24. 0% 5% 10% 15% 20% 25% 30% CHINA JAPAN GERMANY SOUTHAFRICA SWEDEN US BRAZIL AUSTRALIA UK I actively try to disparage every chance I got by word- of-mouth I actively try to disparage every chance I got through social media and other online publishing channels. Brits are NOT shy about sharing CX Failures Countries Most Likely to “Go Viral”
  25. 25. Impact of a Consumer’s Social Footprint 583 618 565 489 1560 0 200 400 600 800 1000 1200 1400 1600 1800 Nothing. Went on as if nothing changed. I stopped recommending them I started looking for alternatives, competitors. I actively try to disparage them every chance I got by word-of-mouth I actively try to disparage them every chance I got through social media and other online publishing channels. Customers with a bigger social footprint will broadcast failures more aggressively AverageSocialNetworkSize AverageSocialNetworkSize
  26. 26. 27 What Happens When You Get it Right?
  27. 27. 28 The Reward for CX Success 2% 27% 33% 44% 45% 46% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80% None of the above. I would follow them in social media channels I would be willing to join a loyalty / VIP program I would be happy to pay more to continue to work with this company. I would be willing to recommend them online / write a good online review I would trust their products and services ABOVE all other providers I would recommend them to others (offline) 98% of customers will do one or more of these positive activities after experiencing a CX success
  28. 28. 29 42% 53% 49% 25% 7% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SUCCESS attribution FAILURE attribution More technology-related Both human and technology equally More human-related Where Customers Give Credit for Success and Failure 53% of CX failures are attributed to human customer service agents 42% of CX successes are seen as joint human/ technology capabilities Customers see technology as driving CX wins, and hold people responsible for CX failures CX failure most often occurs with more human related experiences CX Success is most often achieved with the seamless combination of humans and technology
  29. 29. More human- related Both human and technology equally More technology- related Poor product quality 20% 25% 47% Poor product design 20% 33% 42% Product / service did not work as advertised 26% 33% 35% Product / service difficult to use 29% 29% 33% Service outage 39% 32% 25% They kept contacting me after I chose to stop doing business with them 46% 28% 17% Customer service not empowered to help properly 56% 29% 9% Company policies that are not customer-centric 58% 29% 6% Was given inaccurate or conflicting information 62% 27% 8% Long waits / Poor response times 63% 26% 6% Heard of or observed poor treatment of other customers 64% 21% 8% They lost / ignored my customer status and instead treated me like a first-time customer 65% 23% 8% Customer service un-knowledgeable / poorly trained 70% 20% 6% Completely unresponsive - never heard back 72% 20% 6% Dishonest / unethical behaviour 79% 12% 5% Customer service rude / offensive 85% 8% 4% Average Failure Attribution 53% 25% 17% Much of what brands view as “CX system capabilities” are seen by customers as human touchpoints Humans vs. Technology: Where Customers Attribute Blame
  30. 30. 31 Where Are the Top Takeaways to Drive CX Success?
  31. 31. Top Takeaways for Driving CX Success 1 Minimize the biggest areas for failure Start by solving: 1. Long wait / response times 2. Poorly trained customer service representatives 3. Lack of empowered customer service representatives 4. Inaccurate / conflicting information available to customers
  32. 32. Top Takeaways for Driving CX Success 2 Partner with your customers on resolution When a failure does happen, your customers are not ready to throw in the towel. Partner with them and push to a resolution.
  33. 33. Top Takeaways for Driving CX Success 3 Leverage technology to optimize for CX success While humans get more of the blame for failures, technology gets more of the credit for successes. Audit your systems to ensure your technology and people strategies are working well together to deliver the best experiences.
  34. 34. 35 Learn more at: www.sdl.com/cx-wakeup

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