Everyone talks about “putting yourself in the customer’s shoes” to see what experience they offer to their customers, but only a few understand the power of customer experience statistics. Before discussing about the power of customer feedback, let’s take a look at the state of the customer experience report.
It’s been over 2 years since we at Usersnap started developing a tool for customer feedback and CX. We must say – it’s been such an exhilarating journey so far!
Before we get to our findings 🔍 (they’re good, trust me), feel free to also check out our ultimate guide to customer feedback. Could also be useful 😜 that’s all
The pandemic has placed greater emphasis on the customer experience! Think of all the ways different brands frustrated customers during the pandemic, a whole lot of businesses failed in customer service delivery during the pandemic! Some websites collapsed due to high traffic, and some didn’t remember to update some important details on their platforms, which really affected so many customers.
Usersnap Customer Experience Statistics
The goal of this survey was to find out how much companies value customer experience statistics reports and how the operations for CX are laid out within today’s companies. Click on the image below to zoom in!
Some findings from our state of CX report. Note: we received input from 100+ digital companies.
1. In B2B, 60% of respondents say the support team works on CX activities, followed by 50% saying Marketing and another 50% pointing at Product.
2. Coming in fourth place is Management with 45%. Another 19% of companies reported having a CX or VOC (Voice of Customer) team.
3. In B2C, the highest contender is still support at 67%, but the following teams are rather different. Operation teams have an important role to play with a 61% vote.
4. 56% of B2C companies stated they have a CX or VOC team, which is substantially higher compared to B2B companies. Then there’s Management again with 50%.
5. Bigger companies are 2x likely to have a customer experience team
6. 19% of B2B companies have a CX team while 56% of B2C companies claim to have one.
7. For companies with less than 200 employees, 22% reported having a CX/VOC team, and it was formed on average 1-2 years ago.
8. In comparison, 43% of the companies with more than 200 employees have a team dedicated to customer experience.
9. Companies above 500 employees reported having 5-10 people on the CX team.
10. Top tool used by companies was customer feedback software, with 60% of B2B companies and 56% B2C companies using it.
11. Interviews are the next popular choice to get feedback, 55% of B2B companies reported doing so, along with 44% of B2C companies.
12. Chat services and bots come in third place, with 50% of B2B and 44% of B2C companies using them.
13. B2B companies get customer feedback through questionnaires (38%) and product review platforms (19%), as well.
14. B2C companies, on the other hand, work slightly differently, with 39% reporting that they use product review platforms, while 28% utilize questionnaires.
15. For both B2B and B2C companies, the number one option is still a feedback tool, but questionnaires and interviews follow very closely behind, tying at 57%. Support chat is used by 40%, while 31% reported taking product reviews into account.
16. For B2B companies, the survey comes out on top, with 64% of companies using it primarily. Note that many feedback tools offer surveys as well as other types of feedback collection. User interviews, again, are greatly utilized, with 60% of companies using them.
17. Finally, 50% of B2B respondents claim to use NPS.
18. When it comes to B2C companies, they favor user interviews, with 56% of companies using them. The second and third most popular methods for B2C include CSAT (Customer Satisfaction Score) and product analytics, both with 44% of respondents using them.
`19. Another interesting observation here is the recognition of Customer Journey Maps (CJM). 43% of B2B companies are mapping out the customer journey and measuring specific KPIs against each touchpoint.
20. Finally, we calculated that each company would use 2.7 methods on average to measure customer experience.
21. Companies see retention as the ultimate goal of CX optimization.
We’ve asked companies “how” they collect customer sentiments and “what” they measure. Now it’s time to uncover the big “why”.
22. The motivations of B2B companies putting efforts into customer experience are prioritized as follows: retention (57%), customer lifetime value (CLV) (43%), user activation (40%), and referral (40%).
23. The highest-ranked four motivations for B2C companies include retention (61%), customer lifetime value (CLV) (56%), personalization (44%), and purchase (39%).
24. 76% of companies have CX initiatives in the pipeline.
25. When asked if there are CX related initiatives planned for the future, 48% of B2B companies said they have envisioned CX works up to 1 year, 24% said up to 2 years, and 10% said arrangements are in place but unclear of the timeframe.
26. B2C companies are very similar in their CX vision: 50% of respondents have plans for up to 1 year, 22% for up to 2 years, and 11% don’t have a specific timeframe. Then there’s 6% with no plans, and another 11% that were unable to answer.
27. The average growth rate for all companies in 2019 was around 35-45%. But, for the companies that have previously stated that they had CX teams working on their CX vision, the YOY (year-over-year) growth rate for revenue in 2021 was expected to be 9%.
More Customer Experience Statistics
Additionally, here are 10 CX statistics demonstrating the value of the customer experience report and show why every business should participate. To further demonstrate the importance of excellent cx research, here are surveyed capture customer experience trends 2021:
1. 84% of companies improving their customer experience reported an increase in their revenue.
2. 80% of customers say they were more likely to do business with a company when the company offered personalized experiences.
3. 62% of marketers said that their use of online customer data in their businesses increased in the past, and 70% said they expect to use more data online from that point going forward.
4. Companies having embraced digital transformation were 26% more profitable than their peers.
5. Delivering a high-quality customer experience reduced the cost of customer service by up to 33%.
6. 71% of companies said the cloud has impacted the customer experience.
7. 65% of companies said that improving analytics is very important to offer better CX.
8. 90% of CEOs believed that customer experience had the greatest impact on their business.
9. 60% of marketers agreed that their organizations lacked the data to understand and engage prospects and customers. Conversational intelligence from phone calls could fill this critical gap and help you create better customer experiences. (Source: Forrester)
10. 48% of marketers expect to improve the customer experience when they implement conversational intelligence solutions. (Source: Forrester)
What Motivates Customers?
Think about your motives as a customer. You are motivated to deal with a vendor (store, brand, service, entertainment, solution, etc.) to meet a need. Generally, what you buy is a means of meeting a larger need, integrating multiple solutions from multiple sources (some of which you may provide). You simply want to find solutions that offer the best cost-benefit ratio, meaning the fewest hassles, worries, and monetary costs relative to the degree that the supplier’s offering solves your need.
Understand the customer’s world
Do you understand the world of your customers accordingly? Remember that businesses exist to meet a customer’s need, which in turn translates into revenue. Therefore, the vendor who best understands the customer’s world has the best opportunity to differentiate the CX for greater added value from the customer’s perspective. Customers who are delighted with higher value at lower emotional and monetary cost become fans, and they tell their friends about the brand.
Feedback tools are the best choice to collect customer feedback – it’s not just our own claim anymore but actually what the market is saying!
The basic premise of a customer feedback tool is that it allows you to easily set up questions and implement them on your website and app. It also enables customers to send feedback effortlessly. Then you and your team just need to go into the tool’s dashboard to view, analyze and take actions.
Get a sense of our customer feedback tool by checking out Usersnap right away.
Enhance the customer experience Statistics with digitization!
We live in the Digital Customer’s times, and brands are struggling hard to innovate and differentiate as competition soars high. The existence and acceleration of digital influences had begun long ago, but now we are experiencing a drastic digitally-driven change in consumer patterns that has forced businesses to step onto the Digital Sphere.
An increasing change in the tech-savvy consumers has widened the gap between them and businesses that fail to deliver the desired experiences. This widening gap is directly proportional to the growing rate of obsolescence and failures in meeting customer expectations.
Instead of facing extinction, why not embrace Digital and create fulfilling customer experiences?
Businesses see CX as a robust strategy for improving retention and increasing customer lifetime value.
To generate meaningful and long-lasting customer relationships, quick dirty tricks won’t do, you need to take a magnifying glass to look at the details that lay in daily and particular experiences.