According to a survey of more than 4,000 consumers conducted by Mitel, a global business communications provider, there is a positive shift in the quality of the Customer Experience (CX), even as digital engagement among consumers has increased during the pandemic.
While good CX is seldom due to a single attribute or driver, a positive experience generally translates into increased overall satisfaction and customer loyalty, resulting in recommendations to family and friends and continued shopping or engagement with an organization. These outcomes also provide the organization with the rationale for ongoing investments in CX related initiatives and technology.
The Bad News
But there’s a steep price to pay for bad CX. The survey found that nearly half of consumers will stop using an organization’s services after a negative experience and 44% will complain to family and friends.
According to the findings, perception is reality when it comes to CX. When organizations fall short, customers often assume several things:
- Either the organization isn’t aware of how important CX is (36%)
- The organization doesn’t realize consumers frequently view CX as even more important than the product/service itself (34%)
- Or the organization is simply unwilling to provide great CX (29%)
The survey data also offers a glimpse into what options customers would like to see more often. Nearly half agree that the tools need to be easier to use. Also preferred are more mobile apps, virtual services, and video interactions.
The Good News
The trends indicate that organizations are making strides in CX improvement despite these challenging times:
- Sixty percent of consumers report improvements in CX since the pandemic, indicating businesses recognize the importance of CX and are responding.
- Telephone and email remain prevalent with digital gaining momentum through the use of chatbots, virtual agents and self-service.
- Customer experience was rated highest in retail followed by healthcare, with government showing greatest need for improvement.
To learn more about the survey findings, download the white paper: “Customer Experience Challenges in Pandemic Times”
The Big Shift
“Businesses are demonstrating they view CX as a strategic differentiator and they’re wisely prioritizing customer service at a time when connections matter more than ever,” said John Buszka, Mitel’s Executive Vice President of Customer Experience.
“By leveraging cloud communications, artificial intelligence, omnichannel capabilities and other advanced digital technologies and balancing them with the right level of human touch, they can continue to personalize the customer journey and deliver the kinds of exceptional experiences that keep customers coming back for more,” concluded Buszka.
Nathan Muller is the author of 29 technical books and over 3,000 articles that have appeared in 75 publications worldwide. He also writes articles, blogs and social media content for tech companies and their executives.