Customer Experience Statistics for Cultivating Happy Clients in 2022

ByJulija A.
March 17,2022

Customer experience is something that can make or break a business. Regardless of how good your product is, regardless of how affordable you make it, if the customer doesn’t enjoy their encounter with your brand, they’re unlikely to stick around and become a loyal follower.

With the number of companies growing each day, consumers have more choices than ever. This affords them the luxury of being picky. Our customer experience statistics demonstrate the importance of putting people first, because it’s no longer enough to rely on the quality of your product.

So, what can you really do to improve customer experience and beat your competitors? The stats we’ve gathered can answer that question. Keep reading to find out how the latest trends can help your business thrive. In case you’re in need of some quick answers, we’ve provided an FAQ section at the end of the article.

The Most Important Customer Experience Stats

  • 67% of customers reported hanging up on an automated system out of frustration at not being able to reach a live person.
  • 90% of customers have had poor customer support experiences on mobile devices.
  • 87.2% of organisations agree that customer loyalty can relate directly to commercial success.
  • 84% of customers expect to be treated like a person, not a number.
  • 96% of unhappy customers don’t bother complaining; 91% of them will simply leave and never return.
  • It takes 12 positive experiences to compensate for one unresolved negative experience.
  • 33% of Americans say they would consider switching companies after just a single instance of poor service.

General CX Stats

It takes 12 positive experiences to compensate for one unresolved negative experience.

(Ruby Newell-Legner’s “Understanding Customers”)

This one stat perfectly encapsulates the importance of good CX. Customer retention is practically impossible without it, as people are more likely to remember negative experiences than positive ones. It takes a lot of time and effort to erase a past mistake, and once lost, a consumer’s trust can be very difficult to regain.

Increasing customer retention rates by 5% can increase profits by 25%.

(Bain & Company)

According to customer experience ROI statistics, customer retention is a key factor in increasing your profits. This specific stat was related to businesses in the financial sector, but any industry can benefit from the same principle.

Half of all customers are prepared to wait one week for a customer service rep to respond before they stop doing business with that brand for good.

(Qualtrics)

A single week is not a lot of time, and the customer is likely to grow more frustrated as each day goes by. The quicker you respond to queries, the easier it will be to retain loyal customers.

33% of Americans say they would contemplate switching companies after receiving poor service just once.

(Business Wire)

This customer service statistic further demonstrates how impatient consumers can be, and how easily they’re prepared to turn away. A single bad experience could ruin your image in their eyes, especially if you don’t respond and help them resolve it to their satisfaction. Investing in good customer service strategies can help you prevent this and keep your users happy.

67% of customers have hung up on an automated call system because they’re frustrated they can’t speak to live person.

(Glance)

CX statistics show that people dislike automated systems intensely. A robot can rarely provide a satisfying resolution to an angry customer. They give people the run-around, they’re frustrating to listen to, and they have the tendency to completely dehumanize the contact between your company and the customer.

Two-thirds of companies say better CX increases their revenue and profits.

(Relación Cliente)

According to the 2019 Global Customer Experience Benchmarking Report, most companies agree that CX is crucial for increasing revenue. However, these customer service facts also show that 55.8% of companies don’t yet have a clearly defined strategy for improving customer experience. While firms seem to be aware that things need to change, they are still unsure how to tackle these problems effectively. Hopefully our next few sections will give you an insight.

Business Customer Experience Stats

Only 30.4% of organisations have an executive responsible for the company’s CX.

(Dimension Data)

While 87.2% of organizations agree that CX helps achieve commercial success, not nearly enough companies actually customer experience experts to create effective strategies.

62.4% of companies want to improve their CX strategy to get ahead of competitors.

(Dimension Data)

When done right, CX can reduce costs, increase customer and employee satisfaction, and improve the relationship between business and consumer. While customer experience research shows 62.4% of businesses want to improve their strategies, 37.6% still have no immediate plans to make such changes.

(Dimension Data)

A multichannel approach to providing customer satisfaction all across the board is generally a good strategy for improving CX. Whether they’re shopping in a brick-and-mortar store, using their computer, or searching via their mobile phone, consumers should enjoy a smooth, effortless interaction with your business.

Only 8.4% of companies have established connections between all their channels.

(Dimension Data)

Customer experience statistics indicate that while omnichannel connection trends are on the rise, very few companies have implemented this solution. System integration issues and inconsistencies with data formats are the biggest challenges. Companies need to keep configuring their data and sharing intelligence between channels to cater to all groups.

62% of companies are investing in individual customer characteristics.

(Walker Info)

Brands have started doing more research into personalized customer experiences, and one of the top emerging trends is analyzing individual customer characteristics. The needs, challenges, and future direction of an individual consumer can provide a lot of insight into what they want to see from the brand.

58% of companies are investing in simplifying products and processes.

(Walker Info)

Customer statistics from this Walker survey indicate that simple, user-friendly products and processes help keep customers satisfied. Introducing a smooth procedure that won’t confuse your users while they make purchases and use your products is the key ingredient of success.

Turnover for customer service employees is 27% annually, the highest in the business world.

(Mercer)

Customer service is an important part of building a great experience for your user. As we’ve mentioned before, consumers hate using automated phone services and they prefer communicating with a human being. Unfortunately, customer service workers still face poor working conditions and the industry generally has an extremely high turnover rate. The importance of customer service cannot be overstated, so businesses that want to provide a better experience for their consumers need to employ highly trained workers who can stand up to the challenge.

54% of users contacted customer service via email in the past year.

(Forrester)

Emails are quick, easy to write, and most customers prefer them to other digital channels. The use of mobile devices is on the rise, so most people access their email accounts via their phones. They expect quick, detailed responses, so companies that want to improve service need to take these customer experience statistics into account.

29% of B2B customers are fully engaged with the companies they do business with.

(Gallup)

Given that B2B marketing often lags behind B2C, this number isn’t so surprising. It seems most customers have no emotional or psychological ties to the companies they deal with constantly, which points to a gaping flaw in marketing strategies. To fix this problem, one of the first things you should do is simplify your purchase process; make it as easy as possible for customers to get the product they need. The next step should be personalization. B2B customer experience statistics show that simply knowing who you’re doing business with and what their role is can be a great help when building better relationships with your audience.

Banking and Customer Experience

Even though almost 70% of all banking takes place online, 71% of all customers who part ways with a bank do so because of an in-person problem.

(Qualtrics)

Banks around the world have worked hard to improve their customer service, and this stat shows why. While most users seem perfectly satisfied with the ease of online transactions, this customer service study implies that going to a bank in person can be stressful. Banks understand this and are placing a bigger emphasis on customer service than ever before.

56% customers who are leaving their bank say the bank could change their mind.

(Qualtrics)

More than half (also 56%) of departing users say their bank made no effort to keep them when they said they were leaving. However, a disgruntled user can often be turned into a satisfied customer with a little effort. Banking customer service statistics imply that simply talking to users and asking them whether anything could be fixed is a great way to establish more trust and repair the relationship. Making a phone call or sending an email are two ways you can start communicating again.

Three-quarters of customers who leave their bank won’t tell the bank that they plan to go in advance.

(Qualtrics)

The most common reason this happens is because they don’t believe it will make any difference. Customer retention statistics from above show that this is far from true—you can keep your consumers as long as you establish open communication.

Customer Experience on Mobile Devices

63% percent of U.S. adults use mobile devices at least several times per month to seek customer support.

(Software Advice)

With so many mobile users in the world today, it’s no wonder consumers are relying on their favorite handheld devices to contact customer support.

People are 60% less likely to purchase from a brand after a negative mobile experience.

(Think With Google)

Customer service stats indicate that one of the most common complaints among users is that pages load too slowly. In fact, according to Google, mobile users abandon pages 53% of the time if they take longer than three seconds to load. Laggy websites can decrease your site traffic severely, so if you don’t want to keep losing leads you’ll have to invest in mobile optimization.

42% of customers have contacted a business via live chat on a mobile device.

(Software Advice)

Phone calls still take place, but other methods of communication are more frequent. Mobile customer experience stats tell us that live chat is one of the most popular options, as it enables users to resolve their problems quickly and easily. A lot of companies are investing resources into enabling 24/7 live chat on their websites.

90% of customers have had a negative experience trying to get support on a mobile device.

(Software Advice)

Despite the fact that most customer interactions happen on mobile devices these days, companies remain slow to adapt. Adaptability is important, and responsive web design is the key to making your customers happy. Statistics on customer service show that users want a fully optimized experience no matter what device they’re using. If you haven’t invested in better mobile design yet, now would be a great time to start.

78% of shoppers use smartphones during physical shopping.

(Think With Google)

Phones are important even during physical shopping for a large number of people. After all, we rarely part from our favorite devices. The best customer experience companies are aware of this fact and use it to their advantage. They know most consumers search for products online before going to check them out in a physical store, so they can enable a completely seamless experience for their audiences no matter where they are.

84% of companies that claim themselves to be customer-centric focus on users’ mobile experience.

(Dimension Data)

There are almost 5 billion phone users in the world today. This number increases every day, and as such mobile experience is becoming more and more important. This is yet another stat that highlights the importance of customer experience across all channels and devices.

Customer loyalty and expectations

87.2% of organisations agree that customer loyalty can relate directly to commercial success.

(Dimension Data)

Customers with strong brand loyalty are the main sources of consistent revenue for a lot of firms. Businesses agree that investing time and resources into making customers happy is the fastest way to become more successful.

Consumers are willing to spend 17% more with companies that deliver excellent service.

(Help Scout)

Satisfied customers are ready to put their money where their mouth is. Customer service statistics show that excellent service pays off because it builds trust with consumers and inspires them to make purchases more consistently.

84% of customers say they’re more likely to stick with a brand that treats them like a person, not a number.

(Salesforce)

Your consumers want to know they’re important to you. If they feel like they are nothing more than statistical data, they’re likely to take their business elsewhere. This is more of a challenge for large corporations because they have a harder time establishing genuine connections. If you want to form better relationships, pay attention to what your customers have to say.

95% of customers tell others about a bad experience, while 87% share good experiences.

(Zendesk)

Customer service statistics show that users tend to share their opinions with each other. On average, bad experiences leave a bigger impression, and disgruntled customers are more likely to tell their friends and leave scathing reviews. However, they’re almost as willing to talk about positives. Both good and bad reviews can spread far, so be careful how you present yourself to your audience.

For 70% of customers, understanding how they choose to use your products and services is extremely important.

(Salesforce)

Consumers don’t always use products and services the way you intend them to. Customer experience analysis shows you need to be ready to adjust things according to their expectations and have a greater understanding of why they use specific products in the way that suits them best.

59% of customers expect businesses to tailor their experience based on their past interactions.

(Salesforce)

Tracking customer purchase history is a great way to provide a more tailored experience and increase users’ engagement. When you know exactly what your customers want and offer it to them through email campaigns and targeted advertising, you’ll increase your chance of generating leads.

Customers who are loyal to a brand are seven times as likely to test an offering, five times as likely to buy from them again, and four times as likely to refer friends.

(Temkin)

Customer satisfaction statistics show that consumers who are loyal tend to repay good service with more purchases and referrals. They are also likely to participate in UX tests and surveys. In short, these are the people who will keep generating more business for you.

86% of U.S. adults will pay more for a superior customer experience.

(Oracle)

Most people have no trouble paying more if they get their money’s worth. The product isn’t the only thing they want when they enter a store—they want to enjoy the whole experience. This is particularly true in the retail industry, where shopping often takes on a form of ritual for a lot of customers.

89% of consumers take their business to a competitor after a negative customer experience.

(Oracle)

Customer service studies indicate that people are quick to abandon businesses if they feel slighted. They rarely wait around for long, so if you don’t immediately fix your mistakes and repair the relationship, they’ll turn to your competitors for better service.

68% of consumers say a friendly customer service operative is a primary factor in positive service experiences, while 62% believe the staff member’s knowledge and resourcefulness is crucial.

(Business Wire)

Person-to-person care is an important aspect of positive customer experience. Employing competent, pleasant individuals to help customers is one of the easiest ways to impress them and ensure they remain loyal.

86% of consumers who have an excellent customer experience are likely to repurchase from the same company.

(Experience Matters)

Customer satisfaction statistics also indicate that only 13% of those who’ve had a bad customer experience opt to purchase again from the same company. For the most part, customers expect you to meet most of their needs to earn their business, and disappointing them will inevitably drive them elsewhere.

96% of disgruntled customers don’t complain; 91% of them will just leave and never return.

(LinkedIn)

One of the main reasons customers never complain is because it takes too much effort, and in the end they don’t believe it will change anything. You need to let your audience know you’re willing to listen and change your ways if you want them to stick around.

Data protection and customer experience stats

69% of people believe businesses are at risk of being hacked or attacked by cybercriminals.

(PwC)

Data protection is a very important part of customer experience. Consumers are reluctant to deal with companies that are vulnerable to cyber attacks because their own personal information could easily be endangered. Investing in good cyber security is one way to show customers you’re willing to protect their info.

85% of consumers won’t do business with a company if they’re worried about that company’s security protocols.

(PwC)

The importance of customer relationship for your business is immense. Most consumers won’t even think about doing business with you if they have concerns about your security practices. Being unable to protect your firm from hackers and keep all your data safe is a surefire way to put potential leads off.

61% of shoppers have abandoned a purchase because there was no trust logo during the checkout process.

(Shopify)

Adding an SSL certificate to your website could significantly reduce shopping cart abandonment rates and get people to go through with their purchases. People are less likely to buy from you if no security logs are present, or if you use logos that they don’t recognize.

60% of small businesses go under after a cyber attack that results in data breach.

(Inc.)

Brand loyalty statistics show that it’s almost impossible to recover lost trust after a cyber attack. Consumers become furious, because not only has the company managed to compromise their personal information, but there’s nothing to suggest it won’t happen again in the future. Businesses are often forced to shut down due to the huge damage caused by hacks.

(Salesforce)

More companies need to take customer impact into consideration when handling sensitive data. Consumers believe many companies ask for too much personal information. They aren’t sure how and why it might be used in the future, so they are reluctant to share it out of fear it will be abused.

86% of people are more likely to trust businesses with their personal information if they explain how that information can provide a better experience.

(Salesforce)

Companies with great customer experience do their best to explain exactly why they need to collect personal information and how they intend to use it. Of course, this goes a long way toward establishing a better relationship and building trust between the business and the customer.

92% of customers are more likely to trust a business that lets them control exactly what personal information the company collects.

(Salesforce)

Don’t be afraid to give more control to consumers, especially when it comes to what kind of personal information you collect. As long as you give them the power, they’ll be more willing to trust you and share the details.

Conclusion

Delivering the right care is not just the right thing to do; it also makes sense from a business perspective. Hopefully our customer experience statistics have made it obvious why you need to dedicate your time to consumers in order to understand what they need. Once you figure out how to keep them happy, they’ll be much more eager to do business with you.

FAQ
What does CX stand for?

As you read through our list of customer service quotes and stats, you’ll notice this abbreviation appearing several times. It simply means customer experience.

Are customer experience and customer service the same thing?

They are not the same thing, but they are very closely related. Customer service is a part of CX, and it’s defined as the assistance and advice you get to better use a product or a service. Customer experience represents a consumer’s entire journey when they engage with a brand. From user experience when engaging with a website to the feeling they get when greeted by an employee in a brick-and-mortar store, it’s all CX.

How important is the customer experience?

As you can see by our customer engagement statistics, it’s very important. Your entire business can be defined by CX because it influences how consumers react to what you have to offer. It also plays a large part in keeping customers loyal to your brand. Loyal customers generally provide you with a constant revenue stream, so it’s definitely worth spending time and money to focus more on CX.

How does the customer experience impact the journey?

Customer journey is basically a map showing how your average consumer navigates your brand. It’s used to analyze behavior and predict shopping patterns, and to create a customer image that you can use to make better business decisions in the future. CX is a huge part of the customer journey because it represents the consumer’s reaction to what you have to offer. Enabling a smooth, fuss-free experience is the key to getting more conversions in the long run.

How to measure the customer experience?

There are several ways to measure CX. One is a net promoter score (NPS), where you offer a survey to your consumers and ask them how likely they are to promote your business to a friend. You can also use eCommerce statistics, customer effort score (CES), customer satisfaction (CSAT), and average handling time (AHT). You can also measure the churn rate to get an even better insight into what your consumers really think about your company.

What percentage of customers actually complain?

Only about 4% of customers actually take the effort to make a complaint when something goes wrong.

How does customer experience impact the company?

Customer impact on your company should be obvious; a satisfied customer will spread the good word about your business, while an unhappy customer will drive their peers away from you. Investing in CX can help you increase revenue and cut down on costs over time.

Who is the most important customer?

Paying customers are actually not your most important customers—your employees are. They are the front-line fighters who represent your business, and if they don’t understand your vision, they are unlikely to engage customers. Pay more attention to your employees and keep them happy if you want them to deliver effective sales pitches and increase revenue.

Sources

About the author

Julia A. is a writer at SmallBizGenius.net. With experience in both finance and marketing industries, she enjoys staying up to date with the current economic affairs and writing opinion pieces on the state of small businesses in America. As an avid reader, she spends most of her time poring over history books, fantasy novels, and old classics. Tech, finance, and marketing are her passions, and she’s a frequent contributor at various small business blogs.

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It is constantly on the rise, although not at the 100% rate we’ve seen from 2016 to 2017. In 2019, there were 4.95 million sponsored posts on Instagram, and in 2020 this number is expected to rise by more than a million. A study from April 2018 found out that more than half of influencers use Instagram Stories as their preferred outreach method. (eMarketer) Instagram Stories were introduced in August 2016 and gave users a chance to create posts that only last for 24 hours. It is a great customer acquisition method because it allows influencers to reach people who don’t already follow them. 25% of all sponsored posts on Instagram are fashion-related, while food takes second place. (Business Insider) We’ve already mentioned how the influencer marketing industry revolves around beauty tips and lifestyle instructions, so it makes sense that fashion represents a quarter of all Instagram sponsored posts.  Micro-influencers with fewer than 100,000 followers are responsible for the majority of posts on Instagram. (Socialbakers) Nearly a third of all profiles on Instagram belong to so-called micro-influencers, who can have anywhere from 2,000 to 100,000 followers. The interesting thing about influencer culture is the fact that there’s room for everyone. In fact, top Instagram influencers with over a million followers only make up 1% of all accounts on the platform. 97% of marketers plan on using Instagram for their influencer campaigns in 2020. (Linqia) Instagram has finally overtaken Facebook as the most popular influencer platform. Not only are Instagram posts sitting at the top spot, but Stories are also making their way up - 83% of marketers are planning to pour their budgets into promoting their products with Stories produced by influencers. The reason? Vertical video. For 55% of marketers, vertical video will play a key role in 2020 campaigns. YouTube Influencer Stats 10 brands spent $1 million each on sponsoring YouTube videos. (Influencer Marketing Hub) “This video is sponsored by…” You know the drill. Sponsored video segments, basically ads that are embedded into the video, are turning to be quite an investment for certain brands. These famous words were most commonly spoken for SkillShare, Squarespace, Nord VPN, Blue Chew, and DLive. Brands spent more than $90 million on YouTube influencers during Q1 2020. (Influencer Marketing Hub) During the first quarter of 2020, more than 1,300 brands were spending money on sponsored content on YouTube. In total, there were 5,680 videos produced, amassing 704 million views. On average, advertisers spent $16,011 on each sponsored YouTube video. (Influencer Marketing Hub) While sponsorships with top YouTube influencers don’t come cheap, the growth of micro and macro influencers lead to a wide variety of pricing tiers. Looking at the numbers during Q1 2020, we can see what amount of money on average is needed for each influencer campaign on the platform. In the future, analysts predict that YouTubers at or below 100,000 subscribers could be the biggest driving force for marketing campaigns. Epic Games was the biggest spender in the first half of 2020 with a campaign worth $10.6 million. (Influencer Marketing Hub) The gaming powerhouse Epic Games, the owners of Fortnite and Epic Games Store, had a way bigger marketing budget for YouTube than anyone else. Sitting in second place is Bang Energy with $7.7 million, while SkillShare comes in third with $3 million in sponsored content expenses. Gaming is huge on YouTube and, with the world’s most popular game under its belt, Epic knew the value of promoting on this platform. Four in 10 millennial consumers feel that their favorite YouTube influencer understands them better than friends or family. (ThinkWithGoogle) While these statistics might appear worrying, they certainly fit with the whole concept of influencers. Marketing to teens nowadays boils down to promoting normal, down-to-earth, relatable figures who understand what young people are interested in. That’s why millennial influencers are so effective. Because of that, teens, millennials, and other younger demographics feel a strong connection to them. Half of YouTube’s top 10 earning stars are gamers. (Forbes) Industry statistics reveal that some of the most influential YouTubers on the platform are gamers. This reflects the continuous growth of the gaming industry, which is expanding rapidly. In an effort to compete with websites like Twitch, YouTube has also introduced streaming, which has further helped gaming channels gain prominence. 18% of users are influenced by YouTube when it comes to their purchases. (Shane Barker) YouTube is one of the biggest and most popular online platforms for product reviews. There are thousands of channels specializing in unboxing videos and hands-on reviews, all of which give potential customers a better feel for the product than written reviews. Influencers who create reviews often make deals with YouTube influencer marketing, in which they get free products, or even cash, in exchange for their reviews. YouTube has the best engagement rate, ranging from 4% to 6.7%. (CreatorIQ) YouTube is a platform designed to drive engagement. Either by involving viewers in the discussion or by them sharing and liking videos, the drive to engage with content is inherently higher than on any other platform. Data from 2016 to 2019 demonstrates that Twitter has the lowest engagement rate, with 0.17% or lower depending on the audience size. User Statistics You Should Know 49% of users rely on influencer recommendations for purchases. (ION) Online bloggers are so influential that almost half of users on the web rely on their recommendations when deciding to make a purchase. This shows that influencers are at least as important as all those hard-working marketers out there. Influencer marketing statistics show that young people (ages 18-34) are more likely to buy a product endorsed by an influencer than one endorsed by a celebrity. (Marketing Charts) About 10 years ago, the go-to stars for product promotion were actors, musicians, sportspeople, and other celebrities. Nowadays, it’s all about influencers who seem a lot more trustworthy and relatable. Indeed, 22% of young people trust influencers’ choices, compared to just 9% who trust celebrities. 94% of users think authenticity and transparency are essential. (Marketing Charts) Authenticity and transparency are two of the most important traits in celebrity influencers. If they want to keep their followers, these social gurus need to be original, cultivate their own voice, and make sure that their behavior is completely transparent. This is the best way to earn their audience’s trust and respect. 19% of consumers rely on Facebook influencers when they purchase products. (Shane Barker) Statistics show that 19% of users turn to Facebook influencers for advice regarding product purchases. Although the platform is now less popular than its sister network, Instagram, it is still the preferred platform for thousands of influencer marketing companies. What About Twitter? You’ve probably noticed that we’ve mentioned pretty much every major social media platform except for Twitter. So, who are Twitter’s biggest influencers? What are some of the most interesting Twitter followers statistics? Unfortunately, a lot of Twitter statistics revolve around the company’s own reports and estimates. Twitter seems to be desperately looking for a way into the world of real influencer marketing, even though the platform is inherently restricted by its 280-character limit for tweets.
By Dragomir Simovic · May 18,2022
To paint a better picture of the current landscape and identify growing trends within the industry, we pored through an array of reputable advertising studies.
By Goran Dautovic · December 15,2022

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