CX is still the measure of success

Put simply, yes — customer experience (CX) is a crucial factor and will likely always be a crucial factor in business success, even during times of economic challenges. In fact, expectations for pristine, seamless experiences are sky-high.

Not having strong CX strategies can have consequences — 78% of global consumers would stop doing business with a brand after a single poor CX. Over the last year, 45% of respondents have stopped doing business because of what they perceived as poor customer service.

It’s also noteworthy that the data regarding intention and action broadly align. At 86% and 84%, respectively, Brazilian and Spanish consumers describe themselves as the most likely to stop patronizing a brand after a poor experience.

At the opposite end of the spectrum, despite being a country where only 38% of respondents are certain CX has improved markedly since 2021, brands operating in Germany are the least likely to suffer customer attrition — just 33% of German respondents have cut ties with an organization over the last 12 months.