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Deliver the CX They Expect: Customer Experience Trends Report (Global Edition)
Deliver the CX They
An easy-to-follow guide
with insights on improving
your brand’s customer
experience, based on the
latest global CX research
To help brands deftly navigate today’s CX landscape,
Acquia commissioned a global survey of more than 6,000
consumers and 600 marketers, examining disconnects
between these audiences when it comes to CX.
Here is a closer look at insights to enhance
the customer experience your company
delivers – backed by the latest
ONE THING IS PERFECTLY
CLEAR: MOST BRAND
CXS ARE FAILING
Globally, there was one key takeaway regarding
of customers believe when it comes to delivering a
good customer experience, most brands fail to meet
IT’S A WAKEUP
CALL FOR BRANDS
It’s no surprise to marketers: 94%
of marketers agree that, overall,
most brands fail to deliver a good
The good news is that
customers make no
secret of what they
expect: a convenient,
Yet many have a blind spot: 82% of
marketers believe their brands are
meeting customer expectations with
regard to customer experience – but
only 10% of customers agree.
ACTION: It’s time to ask hard questions: Is your CX personalized
and convenient? Or do you have room for improvement?
UNDERSTANDING THE GAP
Marketers are often focused on CX innovation and novelty.
But customers want a streamlined, reliable experience:
90% of consumers
say when they
interact with a
brand online, they
want a convenient
80% say, “I would be
more loyal to a brand
that showed they
me and what I was
ACTION: Don’t overcomplicate your CX.
Ask yourself: Where can you strengthen the fundamentals?
of consumers say,
“Technology should make
my experiences with brands
say, “Technology should
make my online experiences
with brands better.”
TECHNOLOGY HELPS IMPROVE
CONVENIENCE AND PERSONALIZATION
Consumers are open to technology as a pathway to improving their CX:
ACTION: Find and implement technologies that can improve
your core CX. And from there, consider innovations.
FAILURE TO MEET
COMES AT A COST
of customers say, “I often abandon a brand for
another when the online experience is poor.”
say, “I am loyal to certain brands, but as soon as
I have a bad experience with them, I move on.”
of consumers say, “I often notice that the brands
I work with provide different and/or inconsistent
experiences across different channels (physical
store, website, mobile app, etc.).”
TAKEAWAY: Personalization drives convenience; and there’s
an intimate connection between personalization and data.
ALIGN YOUR DATA STRATEGY
WITH CUSTOMER SENTIMENT
Data is essential to offering personalized, convenient strategies.
But consumers have mixed feelings about giving brands their data:
ACTION: It’s critical to have an ethical, transparent,
and secure strategy in place to manage customer data.
wish there were
laws in their
are not confident
that brands have
their best interests in
mind when they use,
share, and/or store
their personal data.
of consumers aren’t
their data to brands
in exchange for
IMPROVING THEIR CX
of marketers say that personalization for
customers and personalization for potential
customers is part of their marketing strategy
for the next 12 months.
HIGH TECH, HIGH TOUCH:
DON’T RELY ON TECH AND MISS
OUT ON THE HUMAN TOUCH
of consumers say, ”A human
touch is needed, in addition
to technology, for a positive
agree that the problem
with automated brand
experiences is they are too
Technology helps brands scale a great CX, but the way it’s
ACTION: As you strategize your CX technology solutions, ensure
they take personalization and the human touch into account.
CX TECHNOLOGY: MARKETERS
STRUGGLE, BUT ARE OPTIMISTIC
Half of marketers struggle to unleash the power of CX technology,
but have a vision for the technical ecosystems to achieve their goals:
ACTION: The key to achieving your customer experience technology
goals is to build an infrastructure that’s open at its core.
say they need their
to work together to
create one cohesive
say open web
deliver on their
needs for delivering
say, “I want my
technology to be
built on open source
REMEMBER: CX =
GET SERIOUS ABOUT
INVEST IN OPEN TECHNOLOGY3
Customers have reasonable
expectations, and brands
struggle to meet them.
Of course, that doesn’t mean
brands should give up.
The results of the Acquia-commissioned global
survey present an opportunity for marketers to
plot a new course. Download your free copy
of “Deliver the CX They Expect: Customer
Experience Trends Report,” today.
CUSTOMER EXPERIENCE TRENDS REPORT
Visit acquia.com/CX and join the conversation at #AcquiaCX