Brands say customers are to blame for bad CX
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There is a significant disconnect between the way brands and customers perceive trends in the customer experience, according to a recent survey by InMoment.
While 36 per cent of brands believe their customer experience is definitely improving, only 13 per cent of customers felt the same way.
The survey also found that brands are failing to take responsibility for their CX shortcomings, with 40 per cent of brands saying customers are “very” responsible for creating better experiences in-store, and 11 per cent saying customers are “completely” responsible.
On the other hand, customers believe a good CX is a shared endeavour.
“It’s evident that there’s a significant divide in Australia between how brands and customers rate the experience they are delivering and receiving, respectfully,” InMoment vice president of APAC Claire Fastier said.
“This gulf in perception should be ringing alarm bells for brands who need to better understand customer expectation and deliver strong CX.”
According to the report, the simplest way to solve this disconnect is to ask customers what they want directly – nearly 78 per cent of customers said this was the most important method of improving customer experience, while only 43 per cent of brands agreed.
“Open channels for direct feedback between you and your customers,” the report reads.
“Make it as easy as possible for them to tell you how they feel about your brand. Don’t shy away from asking them the important questions, and be sure to weigh both asking and listening wisely.”
Additionally, retaining a human element is incredibly important, with half of customers stating that better service from staff was the most important thing brands can do to improve the customer experience. This is at odds with the brand perception, with only 29 per cent ranking this first in importance.
Personalising service with purpose, neglecting customers without an intent to purchase, and taking constructive criticism as a positive metric are all further ways that brands can improve customer experience moving forward according to the report.
Questions & Answers
Q.What is the main difference in perception between brands and customers regarding customer experience improvement?
What is the main difference in perception between brands and customers regarding customer experience improvement?
While 36 per cent of brands believe their customer experience is definitely improving, only 13 per cent of customers felt the same. This shows a significant disconnect in how they view CX trends and progress.
Q.How do brands assign responsibility for creating better in-store experiences?
How do brands assign responsibility for creating better in-store experiences?
40 per cent of brands attribute 'very' significant responsibility to customers for creating better experiences in-store. An additional 11 per cent of brands believe customers are 'completely' responsible.
Q.What is the most important method customers suggest for improving customer experience?
What is the most important method customers suggest for improving customer experience?
Nearly 78 per cent of customers believe the most important method for improving customer experience is for brands to ask them directly what they want. Only 43 per cent of brands agreed with this approach.
Q.What difference exists in brand and customer perceptions regarding the importance of staff service?
What difference exists in brand and customer perceptions regarding the importance of staff service?
Half of customers state that better service from staff is the most important thing for improving customer experience. In contrast, only 29 per cent of brands rank this as first in importance.
Reader pulse
Are brands right to blame customers for poor CX?
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