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A Benchmark Study Exploring The Ever Evolving Customer Experience And How Marketers And Consumers Are Adapting Addressing The Gaps In Customer ExperienceTo better understand and address the challenges of todays marketers and consumers, RedPoint Global commissioned The Harris Poll to conduct quantitative research among these audiences. In looking at responses from over 450 marketers and 3,000 consumers across the U.S., Canada, and the U.K., we found a number of gaps between marketers customer experience strategy and consumers expectations. In 2019, marketers confidence is consistent - and high - for success across all four dimensions of the Customer Experience Index (measuring customer understanding, personalization, omnichannel, and privacy). This is a clear contrast with consumers who average a 15-point drop from the marketers own view. In regards to personalization, our research shows that consumers today largely expect a personalized experience when they interact with a brand. Consumers are willing to provide personal data to receive such an experience, but only if the information is used properly. Over half not only assume, but welcome, companies accessing relevant data about them, anticipating their needs and providing specialized offers only to them. However, there needs to be an exchange in value for that information and a trust that the privacy of that data is paramount. Many consumers are willing to offer greater loyalty and business to a company that personalizes its services, but likewise will threaten to leave a company that does not. Still, even with a clear mandate for personalization, a large majority of consumers still feel that companies are struggling in this regard. Although most consumers are comfortable with companies utilizing their data to deliver a more personalized experience, taking any additional steps without their permission is not permitted. Transparency and control are fundamental to a majority of consumers, and anything that might compromise their personal information, whether unintentionally (e.g., hacking) or intentionally (e.g., selling data) could result in brand switching and a loss of business. While marketers are nearly evenly split on what dimension matters most in the Customer Experience Index, consumers make a clear call for privacy. And, when reflecting on companies biggest shortcomings, again consumers put a slightly greater emphasis on privacy (and consistency). Marketers admit to a clear gap between their companys ideal strategy and its execution. The majority suggest that their company occasionally falls short and could take some steps to improve. Marketers today realize that they need to meet the customer where and when they are in their overall customer journey, with many advocating for deeper knowledge of customers, less fragmented or complex technology, greater cross-functional commitment, and better integration of processes. Technology is one of the critical components of delivering an exceptional customer experience, and marketers evaluate their current marketing technology (MarTech) as doing a good but not great job in offering personalized, up-to-date, real-time information. Although many continue to invest in various MarTech systems, technology repeatedly serves as a barrier, rather than an enabler, to improving their customer experience execution. On average, marketers are currently taking advantage of 10 different customer engagement systems, with this number expected to rise in the near future. Having so many disparate systems makes it difficult for marketers to manage all customer touchpoints and provide a seamless experience. Looking back over the past five years, most marketers express confidence that they have closed at least some of the gaps with respect to strategy and execution and largely believe they are moving in a positive direction. They recognize there is still progress to be made, but are optimistic that their companys strategy will evolve, ultimately breaking through information silos and creating a single point of control over data, decisions, and interactions. Welcome to the first annual “Gaps in Customer Experience” Report Introduction Marketers are Confident that Customer Expectations are being Met; Consumers Not as Convinced PAGE 3 PAGE 6 PAGE 9 PAGE 12 PAGE 14 PAGE 19 PAGE 21 PAGE 25 Personalization is Now Considered Table Stakes, but Consumers Pessimism Remains High Consumers are Inclined to Take Action against Companies that Dont Respect Data Privacy Despite Solid Strategy, Marketers Falling Short on Execution Technology Is Key to Delivering an Excellent Customer Experience, but Limitations Exist Marketers Have Made Some Progress and Are Optimistic for what the Future Will Hold Transforming Customer Experience: The RedPoint Global Perspective Methodology 2Marketers in the US are more likely than those in Canada and the UK to say “excellent“ US CANADA UK 48% 23% 31% Consumers in the US are more likely than those in Canada and the UK to say “excellent” US CANADA UK 22% 15% 13% Marketers are largely positive in their perspective of their industry as a whole, with the vast majority saying that things in their industry are heading in the right direction (92%). Nearly all believe their industry is also doing an excellent/good job of implementing new customer engagement technologies (86%) and keeping up with changing customer expectations (86%). Likewise, marketers present a similarly confident view when looking at their own company, with an overwhelming majority (92%) saying their ability to deliver an exceptional customer experience is excellent/good. While marketers report a more confident view, consumers are less likely to rate the CX as excellent or good. When thinking about all of the brands they interact with on a regular basis, 80% of consumers rate these brands ability to deliver an exceptional customer experience as excellent/good. This contrast is even more noticeable among those who gave a rating of “excellent”, with marketers (34%) nearly twice as likely as consumers (18%) to give that highest rating. Among consumers, Gen Z (27%) and Millennials (27%) are more likely than Gen X (17%), Boomers (12%), and Seniors (10%) to say “excellent”. Gaps indicate a clear opportunity to improve and win over customers Marketers are Confident that Customer Expectations are being Met; Consumers Not as Convinced 3 34% 18% Marketers Consumers EXCELLENT EXCELLENT FIGURE 1.0 Brands Ability To Deliver An Exceptional Customer Experience EXCELLENT EXCELLENT GOOD EXCELLENT GOODPrivacy Personalization Customer Understanding Omnichannel / Consistency FIGURE 1.1 CX Dimension Scores FIGURE 1.2 Total Index Score 4.1 25 19.0 14.9 4.2 25 18.5 14.3 3.9 25 18.2 14.3 3.5 25 18.2 14.7 Consumers Marketers There is a similar gap between marketers and consumers when looking at the overall Customer Experience Index Score 1 , with consumers rating brands more than 15 points lower than marketers rate their own companies on delivering customer experience. Looking specifically at the four individual dimensions (Privacy, Personalization, Customer Understanding, and Omnichannel/Consistency) that comprise the index, marketers consistently rate themselves approximately 1.2 times higher than consumers do across all four dimensions. This indicates that the gap in customer experience is not confined to a single area or dimension but instead is widespread across all the dimensions, revealing a clear opportunity to improve and win over customers. Marketers are Confident that Customer Expectations are being Met; Consumers Not as Convinced 4 Marketers in the US have a significantly higher overall CX score than Canada and the UK US 77.8 72.4 71.4 CANADA UK Gaps indicate a clear opportunity to improve and win over customers 1The index score was created using 12 questions asked on a 5-point scale and classified into 4 categories: Customer Understanding, Personalization, Omnichannel/Consistency, and Privacy, with 3 questions asked per category. 73.8 58.2 Consumers Marketers 0 100FIGURE 1.2 Most Important Aspect Of CX MARKETERS CONSUMERS Customer Understanding Privacy Personalization Omnichannel/ Consistency #1 #3 #1 Tied Tied #1 #3 #4 #4 #2 Not Sure: 0% 6% Not Sure: There are further differences between marketers and consumers when looking at which dimension of customer experience they believe is most important to achieve or uphold. While marketers are evenly split on customer understanding and privacy as the most critical dimensions of the customer experience, consumers are far more likely to emphasize that privacy takes precedence and demands the most attention and urgency. This conviction is consistent regardless of age, but older generations are more likely than younger generations to say privacy is the most important dimension Gen X (51%), Boomers (60%), Seniors (61%) vs. Gen Z (36%) and Millennials (41%). With continuous media coverage of an ever-growing list of companies whove been victimized by data breaches, consumers are acutely aware of the vulnerability of their personal information and heightened concern over privacy. Gaps indicate a clear opportunity to improve and win over customers Marketers are Confident that Customer Expectations are being Met; Consumers Not as Convinced 5Ways Brands Make Customers Feel Like An Individual FIGURE 1.3 FIGURE 1.4 Ways Brands Make Customers Feel Like An Individual 63% of consumers agree that personalization is now part of the standard service they expect. The majority of consumers dont just appreciate, but outright demand, that companies know who they are as individuals and demonstrate a clear understanding of their needs and priorities. Sixty-three percent of consumers stress that personalization is now part of the standard service that they expect and 61% assume relevant data about them will be at companies fingertips. Over half (53%) expect a brand to know their buying habits and preferences and be able to anticipate their needs. Consumers identify specific actions that companies can take to make them feel like brands recognize them as individuals, mainly sending special offers available only to them, knowing they are the same customer across all touchpoints, and enabling them to customize and control brands interaction with them. Consumers are grateful when companies take proactive steps based on the personal information they collect and have indicated that if personalization is done right, they will reward the company with their loyalty. For 37% of consumers, these types of personalized offers or messages presented by brands will make them even more likely to purchase or use services from that brand in the future. Personalization Is Now Considered Table Stakes, but Consumers Pessimism Remains High 6 Brands that succeed at personalization will gain traffic and loyalty; those that struggle will lose Sends me special offers only available to me Knows I am the same customer across all touchpoints (e.g., in-store, email, mobile, social media, call center, etc.) Enables me to customize and control how, when, where, and why the brand will interact with me Sends me recommendations based on products I recently purchased or viewed Sends me reminders to purchase items I left in an online shopping cart that I havent yet bought 52% 43% 42% 38% 29% Other: None: 1% 11%FIGURE 1.5 % Who Are Very Frustrated When A Company. 37% Will no longer do business with a company that doesnt offer a personalized experience Sends me an offer for something I just bought Sends me offers that arent relevant to me or that I wouldnt be interested in Does not recognize me as an existing customer 34% 31% 33% The reverse is also true that consumers become annoyed when brands dont recognize who they are as individuals. When it comes to personalization (or lack thereof), many consumers report it is very frustrating when a brand sends them an offer for something they just bought (34%), sends them offers that arent relevant (33%), or does not recognize them as an existing customer (31%). And, more than 1 in 3 (37%) will go even further to stop doing business with a company that doesnt offer a personalized experience. In a 2017 study by Accenture 2 , personalization failures cost US firms $756 billion and a total of $2.5 trillion globally. Ultimately, companies put their own business at risk when they dont succeed at personalization. Brands that succeed at personalization will gain traffic and loyalty; those that struggle will lose Personalization Is Now Considered Table Stakes, but Consumers Pessimism Remains High 7 2Accenture Strategy Global Consumer Pulse Research (2017, December 5) newsroom.accenture/news/us-consumers-turn-off-personal-data-tap-as-companies-struggle-to-deliver-the-experiences-they-crave-accenture-study-finds.htm43% 73% Marketers Consumers 43% 73% Marketers Consumers FIGURE 1.6 Believe Brands Are Struggling To Meet Customers Rising Expectations For A Personalized Experience Consumers are nearly 2X more likely than Marketers to say that most brands are struggling to meet customers rising expectations for a personalized experience Despite the clear emphasis placed on personalization by consumers, there is still room for improvement in companies execution. Although (36%) of consumers say that brands are presenting them with more personalized offers and messages compared to a year ago, consumers (73%) are nearly twice as likely as marketers (43%) to say that brands still are struggling to meet customers rising expectations for a personalized experience. This indicates that while consumers recognize that brands are focusing more on them as an individual, brands will need to continue to find innovative ways to keep pace with consumers expectations for personalization. Personalization Is Now Considered Table Stakes, but Consumers Pessimism Remains High 8 Brands that succeed at personalization will gain traffic and loyalty; those that struggle will loseWhile consumers have expressed a majority mandate for personalization, they are still not willing to give companies full license to use their data at their discretion. Confidentiality, security, transparency and control are critical, and companies that violate this premise may see a clear impact on their bottom line. Consumers are unambiguous in their opinions about transparency and control, which are important to the majority, and absolutely essential to at least 32% of consumers. Older generations appear to hold these items in even higher regard, with Boomers and Seniors being more likely than Gen Z, Millennials, and Gen X to say they are “absolutely essential.” This demonstrates a cl
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