How companies are failing to meet expectations

The importance of doing CX right is undeniable — only 11% of consumers remain loyal after a subpar CX, while 42% would pay more for a superior experience.

The biggest reasons people switch brands are:

- Poor value for money

- Unhelpful staff

Also notable is that alongside issues one would immediately equate to inconsistencies in customer service delivery, factors relative to how an organization conducts business are now having a genuine influence on customer loyalty.

An organization’s culture and stance on environmental and social issues are also becoming drivers of loyalty. One-in-five 18-24-year-olds would be prepared to end their relationship with a brand if it demonstrated a lack of commitment to social or environmental causes, and 29% of all respondents would walk away if a brand was found to have unethical trading practices.

Perception is everything, and social media and online reviews are key drivers of reputation. CX can build or, just as easily, break a brand, and in an increasingly connected world, it’s increasingly difficult to keep instances of subpar CX quiet or contained.

Being where your customers want also plays a crucial role in meeting expectations — telephone and online chat are preferred channels for CX, while in-person CX is still important.