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The State of Customer Experience | 12021 REPORTTHE STATE OFREALIZING THE POTENTIAL OF OMNICHANNELCUSTOMERExperienceINTRODUCTIONWhen customer support and marketing strategies create happy customers and drive revenue impact, magic happens.The proliferation of digital channels and escalating demands of customers have created a perfect storm for marketing and customer support teams. The sheer number of touchpoints that customers can use to engage with brands throughout their journey has created silos that, without careful coordination, can negatively impact the customer experience. Mitto and Demand Metric recently partnered to understand how marketing and customer support teams create loyal customers, their plans for the upcoming holiday shopping season, and how they will improve the customer experience they deliver in 2022.This report examines the state of the customer experience and the relationship between omnichannel maturity across three core strategy elements: People, Process, and Technology. Our hypothesis: High maturity responses to these strategy components will result in increased customer loyalty and revenue impact. The results of this study confirm the validity of the research hypothesis: Brands that engage with customers in an omnichannel environment “outperform” those who offer limited, disconnected touchpoints.The following report summarizes the results of this years survey and shares insights from over 600 study participants.The State of Customer Experience | 2The State of Customer Experience | 3Table ofContentsThe State of Customer ExperienceKey Findings 4Customer Experience Benchmarks 12The Impact of Omnichannel Maturity 22Action Plan 36Methodology 41Acknowledgements 43The State of Customer Experience | 4SECTION #1KEY FINDINGSThe State of Customer Experience | 5Customer demands are on the riseOver half of customer support and marketing teams believe that customers will be more demanding in 2022KEY FINDING #1The State of Customer Experience | 6The communication landscape is shiftingSMS and Google Business are the top channels that customer support and marketing teams will adopt in 2022KEY FINDING #2The State of Customer Experience | 7Most teams lack visibility into customer interactionsNearly two-thirds of marketers and three-quarters of customer support teams report they have zero or limited visibility into other team members interactions with customersKEY FINDING #3The State of Customer Experience | 8SMS is a top channel for delivering resultsKEY FINDING #4Over three-quarters of this studys participants report that SMS is better at driving customer engagement than any other channel they useThe State of Customer Experience | 9Very few companies have achieved a mature omnichannel strategyLess than one-quarter of customer support and marketing teams have implemented a strategy that enables them to keep all touchpoints cohesive and in sync across the customer journeyKEY FINDING #5The State of Customer Experience | 10Omnichannel maturity relates to improved holiday season readinessCustomer support teams that have implemented a mature omnichannel strategy are over two times more likely to improve self-service and optimize support processes ahead of the holiday seasonKEY FINDING #6There is also a strong relationship between omnichannel maturity and the ability to implement new communication channels. Not a single immature organization plans to add new customer support channels to their mix ahead of the holiday season, compared to over half of the mature organizations.The State of Customer Experience | 11Omnichannel is delivering resultsCompared to companies with little or no omnichannel strategy, companies that have implemented a complete and unified omnichannel strategy were:They were also more likely to report: Better effectiveness of the channels they use to communicate The use of AI chatbots and automated message flows Higher average customer satisfaction scores (CSAT) Higher Net Promoter Score (NPS)KEY FINDING #7to respond to customers in real-time or less than an hourto report extremely loyal customers2XMORE LIKELY4XMORE LIKELY to report a significant increase in revenue growth over the past year to report the customer experience they deliver deserves an “A” to report their investment into the customer experience will increase3XMORE LIKELYThe State of Customer Experience | 12SECTION #2CUSTOMER EXPERIENCE BENCHMARKSThe State of Customer Experience | 13THE HOLIDAY SEASON IS EQUALLY CHALLENGING FOR CUSTOMER SUPPORT AND MARKETING TEAMSMost customer support and marketing teams face multiple challenges during the holiday season. On average, this studys participants selected 2.3 of the challenges listed in the survey.The holiday season can be a stressful time of the year for customer support and marketing teams. The top challenge that customer support teams face is dealing with a massive volume of support inquiries, while marketers struggle to stand out from the competition, as Figure 1 shows. Which of the following challenges or issues do you face each holiday season? Check all that apply.Huge Volume of Support Inquiries Standing Out Among the CompetitionKeeping Track of Customer Inquiries Increased Ad PricesUnrealistic Customer Expectations Keeping Up with Shopper DemandsStanding Out Among the Competition Using the Right Digital ChannelsUsing the Right Digital Channels Product AvailabilityNone of the Above None of the Above38%44%34%38%32%38%32%30%27%30%9%3%Customer Support MarketingThe State of Customer Experience | 14CUSTOMER DEMANDS ARE ON THE RISEOver 90% of this studys participants believe that customer demands will increase or remain the same. However, marketers are more likely to report that customers will be more demanding next year when compared to customer support professionals. The shift in consumer habits and the rise of digital communications have had a significant impact on customer expectations. As Figure 2 shows, very few customer support and marketing teams expect that customers will be less demanding in 2022. How do you anticipate customer expectations will evolve in 2022?58%64%Customers will be more demanding41%32%Customer demands will remain the same4%Customers will be less demanding1%Customer Support MarketingThe State of Customer Experience | 15CUSTOMER SUPPORT AND MARKETING TEAMS LEVERAGE A WIDE VARIETY OF CHANNELS TO CONNECT WITH THEIR AUDIENCESAs customers continue to adopt new channels, businesses that want to deliver an exceptional customer experience must monitor the digital communication landscape and have a strong presence on their customers preferred channels. In todays digital world there are countless ways for customers to connect and engage with businesses. As Figure 3 shows, email, voice, and SMS are the top channels that customer support teams leverage to connect with customers. The top communication channels that marketers use for holiday promotions are email, social channels, and SMS. Which digital channels does your company currently use to connect with your customers? Check all that apply.EmailVoiceSMSFacebook MessengerInstagramTwitterGoogle BusinessViberWhatsAppOther76%70%54%26%42%40%33%40%28%46%20%40%23%31%8%11%15%6%Customer Support Marketing4%4%The State of Customer Experience | 16Customer demands are on the rise and there are more communication channels than ever. To meet these needs, its imperative for brands to coordinate communications across channels.The State of Customer Experience | 17SMS AND GOOGLE BUSINESS ARE THE TOP CHANNELS THAT CUSTOMER SUPPORT AND MARKETING TEAMS WILL ADOPT IN 2022Google Business is the common thread for marketing and customer support teams, as both teams plan to increase their usage next year. Overall, marketers are more likely to increase the number of channels they will use in 2022, especially when it comes to social, voice, and SMS. This survey asked study participants which communication channels they plan to use next year. The response choice options provided only included the channels they have not yet implemented. Almost one-third of customer support teams that are not currently using SMS plan to do so next year, as shown in Figure 4. Google Business ranked first among marketing teams for adoption in 2022 and second among customer support teams.Do you plan to leverage any of the following communication channels next year?EmailVoiceSMSFacebook MessengerInstagramTwitterGoogle BusinessViberWhatsApp11%24%14%30%32%24%18%28%25%30%21%19%32%34%11%11%11%11%Customer Support MarketingThe State of Customer Experience | 18VERY FEW TEAMS OPERATE IN A TRULY UNIFIED ENVIRONMENTThe unification of customer support and marketing channels is a vital component of an omnichannel strategy because it enables a 360-degree view of the customer. However, less than one-third of customer support and marketing teams have completely unified the channels they use to interact with customers. Connecting and unifying the technology landscape within an organization can be a difficult and daunting task. Although most teams have achieved some level of unification, marketers are more likely to report complete unification of the systems they use, as Figure 5 shows. How would you describe the level of unification between the channels you use to interact with customers?Completely Unified = 100% of systems connectedVery Unified = 71-99% of systems connectedModerately Unified = 51-70% of systems connectedSomewhat Unified = 31-50% of systems connectedNot at all Unified = 0-30% of systems connectedCustomer Support11%Completely unified2%Not at all unified25%Somewhat unified31%Moderately unified31%Very unifiedMarketing16%Completely unified1%Not at all unified25%Somewhat unified25%Moderately unified33%Very unifiedThe State of Customer Experience | 19MOST TEAMS HAVE LIMITED OR NO VISIBILITY INTO CUSTOMER INTERACTIONS ACROSS PLATFORMSCross-functional visibility and collaboration are vital components of delivering an exceptional customer experience. Unfortunately, nearly two-thirds of marketers and three-quarters of customer support teams report they have no or limited visibility into other team members interactions with customers. The amount of visibility into customer interactions provided to individual team members is an important and valuable aspect of providing a well-rounded customer experience. Unfortunately, the majority of customer support and marketing teams report having a limited or siloed view of customer interactions across platforms, as shown in Figure 6.Which statement best describes the amount of visibility individual team members have into customer interactions with your company?15%18%We have no visibility into customer conversations across platforms.56%46%We have limited/siloed view into customer conversations across platforms.29%36%We can see all customer conversations across platforms in one place/location.Customer Support MarketingThe State of Customer Experience | 20OWNERSHIP OF THE CUSTOMER EXPERIENCE STRATEGY REMAINS UNCLEARAccording to this studys participants, the top three owners of the customer experience are the CEO, head of marketing, and head of customer support. Surprisingly, nearly 10% of this studys participants report that ownership of the customer experience is unclear. There is much debate and uncertainty surrounding ownership of the customer experience, as shown in the distribution of responses in Figure 6. However, more than one-third of this studys participants report the CEO ultimately makes the final decision about the customer experience strategy.Who owns the customer experience at your company (i.e., makes the final decision about customer experience strategy)?34%CEO18%Head of Marketing18%Head of Customer Support9%No Clear Ownership7%COO7%CXO6%Head of Sales1%OtherThe State of Customer Experience | 21There is a strong relationship between omnichannel maturity and CEO ownership of the customer experience. Those who want to deliver an exceptional customer experience must have clear ownership of the function. The State of Customer Experience | 22SECTION #3THE IMPACT OF OMNICHANNEL MATURITYThe State of Customer Experience | 23VERY FEW COMPANIES HAVE ACHIEVED A MATURE OMNICHANNEL STRATEGYThe remainder of this section will use the most mature segment of the data to compare the performance of teams that have achieved a mature implementation of their omnichannel strategy with those who are less mature.Most businesses have implemented an omnichannel strategy to some degree. However, there is a wide range of maturity levels when examining how cohesive and in sync the experience they deliver is across the customer journey. Fewer than one-quarter of this studys participants have achieved a complete omnichannel experience strategy, as Figure 8 shows. To what extent have you achieved an omnichannel experience strategy, with robust tools and solutions to keep all touchpoints cohesive and in sync across the customer journey?26%To a moderate extent6%To a small extent4%To no extent23%To a very large extent (completely)41%To a large extentThe State of Customer Experience | 24THE MATURITY OF AN OMNICHANNEL STRATEGY CAN IMPACT REVENUE GROWTHCompanies that have implemented a complete omnichannel strategy are over three times more likely to report a significant increase in revenue growth over the past year compared to those who are immature.Most of this studys participants report only modest or flat revenue growth over the past 12 months. However, there is a strong relationship between the maturity of an omnichannel strategy and revenue growth, as Figure 9 shows. What statement best describes revenue growth at your company over the past 12 months?23%29%22%Revenue Decline9%25%29%Flat40%38%41%Modest Increase28%8% 8%SignificantIncrease Complete Omnichannel Strategy Near Complete Omnichannel Strategy Immature Omnichannel StrategyThe State of Customer Experience | 25COMPANIES THAT HAVE ACHIEVED A COMPLETE OMNICHANNEL STRATEGY DELIVER A BETTER CUSTOMER EXPERIENCECompared to less mature companies, those that have implemented a complete omnichannel strategy are nearly three times more likely to report the experience they deliver to customers is excellent, and deserves an “A” grade. This study asked participants to rate the customer experience their company delivers today. There is a strong relationship between the maturity of an omnichannel strategy and the self-reported customer experience grade respondents provided, as shown in Figure 10.What statement best describes revenue growth at your company over the past 12 months?66%32%24%Excellent29%49%35%Good4%17%31%Average10%Poor or Very Poor0%2% Complete Omnichannel Strategy Near Complete Omnichannel Strategy Immature Omnichannel StrategyThe State of Customer Experience | 26A MATURE OMNICHANNEL STRATEGY RESULTS IN CUSTOMER LOYALTYCompanies that have implemented a complete omnichannel strategy are nearly 4 times more likely to report extremely loyal customers than those who are less mature. They are also unlikely t
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