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CX matters more than brandreputation for service industries
Personal
experience
Brand
reputation
Source question: How much does each of these influence your decision to choose or continue using brands in the future?Percent of customers who rated each item 9 or 10 on a 10-point scale where 1 is “definitely would not influence” and 10 is ”definitely would influence”
Customer expectations are rising with younger generations
Have higher expectations than two years ago
Global customers expect great CX across the entire customer journey
Real-time response on their
preferred channel of interaction
Gen Z Millennials Gen X Baby Boomers Silents
23%22%
15%14% 11%
No bad experience goes unpunished Reasons people have avoided a brand in the last year
Companies that take action, even a simple apology, preserve customer relationships
online reputation
and negative
social reviews
a single, bad
experience or
interaction
After a negative
experience, percent of
cases where customers
stop purchasing from a
company, switch brands,
or use a company less
39% company does not take action
24% company o�ers an apology and treats the customer with respect
An Ipsos + Medallia study: U.S., UK,
Germany, and France
Consistent levels of service
across physical and digital channels
Further Reading
To learn how companies are meeting and exceeding customer expectations in 2018 and beyond, download
and read the Ipsos + Medallia study The Customer Experience Tipping Point.
Methodology
Medallia partnered with Ipsos to conduct a panel survey of 8,002 consumers from four countries — U.S. (2,002), UK
(2,000), France (2,000), and Germany (2,000) — across six industry sectors: online retail, o�ine retail, banking, insurance,
mobile network providers, and hotels. The collected sample was approximately matched to the census of each country
on age and gender.
Download a Copy of the Full Study
In today’s ba�leground of CX, we’ve
reached a tipping point. Experiences
ma�er more than ever and have become
more important than brand reputation.
This is make or break time.
The CX
Tipping Point
BUT A GREAT EXPERIENCE PAYS OFF
77% of people choose products and services based on their
customer experience
After a positive experience with a brand, consumers will...
Copyright © 2018 Medallia Inc. All rights reserved.
67% 65%
45% 56%
57%
U.S. UK
France Germany
62%
45% 43%
U.S. UK
France Germany
47% tell friends and family about it 23% use the
company more 21% leave a
review on social media
Explore More Resources on The CX Tipping Point Study