Observed Signal · Mar 2, 2022 · Market Research · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Closing the CX Perception Gap Between Companies and Customers
CMSWire examines the disconnect between how companies and customers rate customer experience. Citing an Acquia survey, it reports that only 10% of customers strongly agreed most brands meet expectations, while 82% of marketers believe they do. Consumer complaints include being treated as generic, poor personalization, and feeling unknown by brands. An Emplifi survey found 1 in 6 shoppers abandon a purchase after one bad experience. The article identifies causes: CX not tied to digital strategy, staffing shortages, weak measurement and analytics, focus on wrong metrics, and inconsistent engagement across channels. SAS preliminary data suggests 85% of companies are CX followers or laggards rather than champions. Experts from Verint, SugarCRM, and Avtex recommend integrating CX into corporate strategy, using analytics, and organizing around the customer. The piece also highlights the Engagement Capacity Gap and the Great Customer Resignation.
Presents survey evidence and expert analysis on the persistent CX perception gap, relevant to CX and MarTech strategy, but not industry-shifting news.
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Key Takeaways & Evidence Grounding
- Only 10% of customers surveyed by Acquia strongly agreed that most brands meet their CX expectations, versus 82% of marketers who believe they do.
- 66% of consumers say they feel treated as generic customers online; 60% say brands do not use personal preferences to predict needs.
- According to a 2021 Emplifi survey, 1 in 6 online shoppers will abandon a purchase after a single bad experience.
- Preliminary SAS survey results indicate 85% of companies are CX followers or laggards, not CX champions.
- Article notes that less than 40% of organizations heavily link CX strategy with digital strategy.
Connected Companies & Entities
5 Entities mapped“Only 10% of customers strongly agreed that most brands meet their expectations for what they consider a 'good experience,' according to an A...”
“According to a 2021 Emplifi survey, 1 in 6 online shoppers will abandon a purchase because of a single bad experience....”
“Preliminary results from a SAS survey — due for release in late March — show a similar discrepancy, according to Jon Moran....”
“Staffing shortages continue to challenge brands' CX efforts, according to Jenni Palocsik, Verint Vice President, Product Strategy Group Oper...”
“Craig Charlton, SugarCRM CEO, agreed that data fuels insights for sales, marketing and service teams....”
Ontology Mapping & Concepts
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