Consumers And Brands Disagree On Customer Experience, Poll Finds

Consumers and brands are on a collision course over what makes a good customer experience.  

Ask marketers, and 82% think they’re doing a fine job of providing one, according to Deliver The CX They Expect, a study by Acquia. But only 10% of customers strongly agree.

That seems to indicate that everything, from the email to the website, needs improvement.

Here’s what consumers want: 

Of those polled, 90% desire a convenient online experience. But 68% believe that their engagement with brands should be easier.

In addition, 80% of consumers want greater personalization and 76% say they’re more likely to be loyal to firms that deliver it. But 60% often feel that “brands who should know me don’t know me very well.” 

Worse, contrary to what many marketers believe, 60% of consumers feel “brands do not do a good job using my personal preference to predict my needs.”

And 66% say they feel like "I am treated like any other generic customer, not as an individual with my own needs." 



But shoppers haven’t lost hope — 80% say technology should make their brand experiences more valuable.

There’s a penalty for doing a bad job — 63% of consumers often abandon a brand due to a poor experience, and 72% will jump the first time it happens. 

Not that consumers want to give data away in return for a good experience — 51% are not comfortable with that. And 61% are not confident hat bran have their best interests in mind when sharing or storing their personal data. 

In addition, 77% say brands should not “be able to use my personal data to send me more marketing messages/advertisements. 

How can you send personalized emails without data?

Here’s what marketers think.

Of those polled, 84% consider customer security “an essential part of my marketing and CX exchanges.” And 83% say they are compliant with the latest regulations. 

At the same time, 79% of marketers say they have a way to capture customer data in real-time and the same percentage say they have a way to quickly act on it.

A full 85% of marketers also think that technology alone doesn’t cut it — you also need a human touch. Here’s where consumers agree — 75% say that pure tech interactions are too impersonal.

The company surveyed 6,013 consumers in Australia and several countries in Europe, the Americas. In addition,  it also polled 600 marketers. 

Next story loading loading..