One thing is clear as 2021 winds down: Brands are failing to provide satisfactory digital experiences, from websites to email. And consumers worldwide are fed up, judging by two recent global studies.
Take Becoming An Adaptive, Outcomes-focused Business, from Optimizely. Of the consumers polled, 49% say their expectations are not being met by businesses.
However, 65% acknowledge that those demands are higher than they were. And that figure goes up to 70% in the U.S.
What’s holding brands back? The hurdles are:
But they’re working on it. For instance, 92% of brands are investing more in technology. And 94% are working to overcome at least one of these challenges in 2022:
What has held them back to date?
For their part, 84% of consumers gripe about at least one of these frustrations:
Optimizely surveyed 1,117 business executives and over 5,000 consumers in the U.S., UK, Germany, Australia and Sweden.
Next is 2022 Global Consumer Trends, a study by Qualtrics XM Institute. This report states that 9.5% of brand’s revenue is at risk due to bad customer experiences.
Consumers are 3.5X more likely to purchase from a business after a positive customer experience. But eight out of 10 of people believe customer service needs to be improved.
Moreover, 63% of consumers feel companies should do a better job of listening to their feedback, and 62% that businesses need to care more about them. On the positive side, 60% say they would buy more if brands treated them better.
How can companies improve? Customers cite:
Qualtrics XM Institute surveyed 23,000 consumers across 23 countries, including: Australia, Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Phillippines, Singapore, South Korea, Spain, Thailand, UK, US, Vietnam