The majority of leaders understand the Customer Experience topic as an important strategic focus. Thanks to this attitude companies like Apple, Amazon or Starbucks have developed a significant competitive advantage.
DEVELOR launched its international Customer Experience Survey in 2013. The survey was executed the third time in 2015, covering 4 countries: Poland, Czech Republic, Slovakia and Hungary. The international results were published at the 2nd International Customer Experience Conference on the 9th of March in 2016. (3600 residential and 300 corporate respondents – online methodology and interviews)
Three factors give this research a unique viewpoint:
- Sector-independent, with the opportunity of sector comparison
- Residential and corporate target groups, with comparability of responses
- Quantitative and qualitative research: online questionnaire and personal interviews for deeper analyses
- The residential survey is fulfilled on national representative samples of 1000 people/country
- Middle- and senior leaders participate in filling out online questionnaires and participated in in-depth interviews
The summary results of other independent studies by Oracle, Harris Interactive and Forrester Research underlined our main findings as follows:
- Satisfied customers would pay more.In return for a better Customer Experience, 86% of customers have confirmed that they would pay more, while most of them were young people.
- Only 1% of customers feel that their expectations are consistently fulfilled.
- 89% of people changed their brand after a bad Customer Experience.50% of them “gave” the company only a week to correct the mistake.
- Bad experience spreads fast.After a bad experience 26% of customers published a complaint on social networks like Facebook or Twitter.
- Majority of on-line complaints were ignored by the company.It was confirmed by 79% of customers.
- A reply makes wonders. 46% of people who received a reply to their complaint tended to “forgive” the company. 22% of them published a positive contribution of the company.