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EXPERIENCE IS EVERYTHING. GET IT RIGHT.

Good customer experience leaves people feeling heard and appreciated. It
minimizes friction, maximizes efficiency and maintains a human element.

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INGREDIENTS FOR GREAT EXPERIENCES

Give customers a great experience, and they’ll buy more, be more loyal and share
their experience with friends. That’s what every company strives for. Yet so
many consumers seem disappointed. Call it an experience disconnect: companies
tout the latest technology or snappy design, but haven’t focused on—or invested
in—the most meaningful aspects of customer experience.

What truly makes for a good experience? Speed. Convenience. Consistency.
Friendliness. And human touch—that is, creating real connections by making
technology feel more human and giving employees what they need to create better
customer experiences.

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EXPERIENCE IS EVERYTHING. IT'S TIME TO RAISE THE BAR.

--------------------------------------------------------------------------------

EXPERIENCE GAP, MEET OPPORTUNITY SWEET SPOT: 6 MUST-KNOWS

The price premium for getting it right is real—and it’s big.

Bad experiences are driving customers away—faster than you think.

Save the bells and whistles. Get the must-do’s right first (right now).

Excellent customer experience starts with superior employee experience.

Gen Z isn’t all that different—but their definitions might be.

If experience isn’t your strategy, you’re doing it wrong.

THE PRICE PREMIUM FOR GETTING IT RIGHT IS REAL—AND IT’S BIG

When customers feel appreciated, companies gain measurable benefits—including
the chance to win more of their customers’ spending dollars. The payoffs for
valued, great experiences are tangible: up to a 16% price premium on products
and services, plus increased loyalty. While every industry sees a potential
price bump for providing a positive customer experience, luxury and indulgence
purchases benefit the most from top-flight service.

Customers also said they were more likely to try additional services or products
from brands that provide superior customer experience. What’s more, while 43% of
U.S. consumers said they would not give companies permission to collect their
personal data (such as location, age, lifestyle, preferences and purchase
history) to allow for more personalized, customized experiences, 63% said they’d
be more open to sharing their data for a product or service they say they truly
valued.

Get the details

BAD EXPERIENCES ARE DRIVING CUSTOMERS AWAY—FASTER THAN YOU THINK

If you think you’ll have plenty of time to get it right because you’re a beloved
brand, think again. Imagine losing one-quarter of your customers in a single
day. For good. Because that’s exactly what could happen after just one bad
customer experience. In the U.S., even when people love a company or product,
59% will walk away after several bad experiences, 17% after just one bad
experience.

32% of all customers would stop doing business with a brand they loved after one
bad experience. In Latin America, 49% say they’d walk away from a brand after
one bad experience.

Get the details

SAVE THE BELLS AND WHISTLES. GET THE MUST-DO’S RIGHT FIRST (RIGHT NOW)

Nearly 80% of American consumers say that speed, convenience, knowledgeable help
and friendly service are the most important elements of a positive customer
experience. Prioritize technologies that provide these benefits rather than
adopting new technologies for the sake of being cutting edge.

While many companies focus significant time and money on design that pops
or cutting-edge technology to wow customers, these aren’t as essential to the
experience equation as many companies believe. Customers expect technology to
always work and often don’t take notice of it (unless it’s malfunctioning). They
want the design of websites and mobile apps to be elegant and user-friendly;
they want automation to ease experience. But these advances don’t matter much if
speed, convenience and the right information are lacking.

When customers’ expectations are met or exceeded, companies gain measurable
business benefits—including the chance to win more of their customers’ spending
dollars.

Get the details

EXCELLENT CUSTOMER EXPERIENCE STARTS WITH SUPERIOR EMPLOYEE EXPERIENCE

Human interaction matters now—and 82% of U.S. and 74% of non-U.S. consumers want
more of it in the future. That makes it crucial that the technology supporting
human interaction is unobtrusive and works seamlessly across platforms. Today,
59% of all consumers feel companies have lost touch with the human element of
customer experience. And there’s a mismatch between customer expectations and
how employees deliver: only 38% of U.S. consumers say the employees they
interact with understand their needs; 46% of consumers outside the U.S. say the
same.

Automated solutions should “learn” from human interactions so those experiences
also improve. This shift allows your employees to be more engaged when they’re
needed, provide better service and get necessary support from technology—as part
of the seamless experience. This will require a change in how companies measure
customer service performance. A focus on innovation, and equipping employees
with technology and the information they need to best serve consumers could help
close this gap. So could incentivizing employees to provide a good
experience, boosting relevant training for employees and fostering a corporate
culture of empowerment.

Get the details

GEN Z ISN’T ALL THAT DIFFERENT—BUT THEIR DEFINITIONS MIGHT BE

What matters most to all generations surveyed holds true for Gen Z, too. But
what passes for speed and knowledge to Gen Z might be different. Instant is
expected. Convenience—the seamless transition from tablet to smartphone to
desktop to human—is a baseline expectation.

Gen Z is impressionable right now, and is in the process of forming its
loyalties to brands. 40% of Gen Zers (vs. 24% for everyone surveyed) feel more
loyal to brands now than last year, so there are some nuances worth
understanding if you’re trying to appeal to the preteens, teens and young adults
that were born in the mid- to late- 1990s.

And just like other age groups, when Gen Z customers feel appreciated, they are
more likely to recommend or endorse a brand on social media, subscribe to a
brand’s newsletter or sign up for promotions and make repeat purchases.

Get the details

IF EXPERIENCE ISN’T YOUR STRATEGY, YOU’RE DOING IT WRONG

Among all customers, 73% point to experience as an important factor in their
purchasing decisions, behind price and product quality. Customers are willing to
pay more for the experience qualities that matter most to them: 43% of consumers
would pay more for greater convenience, 42% would pay more for a friendly,
welcoming experience and 65% of U.S. customers find a positive experience with a
brand to be more influential than great advertising.

Yet the number of companies that say creating better customer experiences is a
digital priority has dropped to just 10% in 2017, down from 25% in 2016,
according to PwC’s Digital IQ survey. That’s a problem, especially since 54% of
U.S. consumers say customer experience at most companies needs improvement. The
expectations consumers have for different industries varies—but one thing is
clear: they don’t feel their expectations are being met.

Get the details

KNOW THE IMPLICATIONS

1. Your customers have demands. They aren’t what you think. Technologies and
improvements that increase speed, convenience, friendliness and
knowledge—core demands of consumers—are openings for companies to improve
how people interact with, embrace and spend with their brand.
2. Customers generate revenue. Employees drive the experience. Reduce friction
for consumers and empower employees to drive customer satisfaction. This
requires new ways of working, a focus on employee experience and a
sophisticated view of the human-and-machine relationships.
3. Technology can’t solve experience problems. It’s only an enabler. Realign
your priorities. Great employee experience leads to stronger, smarter, more
innovative ideas. These will drive future business and superb customer
experience.

Let’s meet

Are you ready to transform your customer experience and make what’s next for
your organization?

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