45%
of tech customers will move suppliers
given the right incentive.
65%
increase in consumer use of digital
channels to communicate with brands
between 2015 and 2017.
75%
of customers are being failed by tech
brands not providing the right support
to encourage successful self-help.
10%
is the dropped satisfaction rate
of customer services between 2015
and 2017.
Overview of the survey
Welcome backJohn
3The State of Customer Experience 2017
Overview of the survey 2
Executive Summary 4
Introduction 5
1. Your customers 7
Your customers 8
Tech customers are loyal 9
How do your customers communicate 10
Who are your customers 11
2. Engaging over multiple channels 12
Digital edges traditional channels 13
Preferred channel 14
Actual usage 16
Why didn’t you use your preferred channel 17
Contents
3. Data, trust and personalization 18
Trust 19
Trust and data 20
Data and privacy 21
4. The customer journey 23
The customer journey 24
The rise of self-help 25
Self-help: Virtual assistants 26
Brands failing self-help customers 27
Call center 28
The path to resolution 29
The risky second step 30
The university of communication 31
Mood 32
Leave them wanting more 33
5. Driving effective engagement 34
Recommended channels 35
Gone in 600 seconds 36
I can’t get no satisfaction 37
I can’t get no digital satisfaction 38
Omnichannel wannabes 39
Customer experience nirvana 40
2027 41
4State of Customer Experience 2017
Regardless, as part of the digital evolution, customers
are increasingly turning to self-help. More than half of
respondents (54%) have used self-help, but there is a split
between those that use self-help effectively (DIY Heroes),
and those that are ineffective (Digital Conversationalists).
Presently, 76% of customers are providing personal data
to their technology supplier, but a lowly 41% of customers
feel these brands know them, which is a decline of
8 percentage points since 2015.
By sharing their data, customers are looking for a value
exchange from their tech supplier based on a cost saving
(59%) and time savings (41.7%).
Brands unable to utilise customer data for the benefit of
the customer, either through aftercare support or value,
will risk alienating that customer and damaging the
brand-customer relationship.
Brands now have to appeal to three types of customers:
Do-It-Yourself Heroes (24% of respondents) are
digitally immersed and will look to self-help (website
self-help, on-device help app, and virtual assistant), to
avoid person-to-person interaction.
Digital Conversationalists (27% of respondents) like
to engage with people digitally (email, website web
chat, social media), and have an inclination to self-solve.
Conversationalists (49% of respondents) seek human
interaction through face-to-face or phone
communication.
Tech brands have 10 minutes or less across the majority of
channels to resolve a customer’s question if they are to
dramatically improve customer satisfaction levels. But
brands are failing 80% of customers by not achieving first
step resolution, and a similar number (75%) by not
providing support to encourage successful self-help.
The digital divide between tech suppliers and their
customers is growing: Tech brands continue to offer a
disjointed, fragmented and siloed, omnichannel-esque
customer support leaving 47% of consumers dissatisfied.
Between 2015 and 2017, customer satisfaction has
dropped 10%.
Digital channels (51%) are now the most popular routes
for interaction between a customer and their tech
supplier.
Digital channel usage (email, website, website webchat,
social media) has increased 65% between 2015 and 2017,
with on-device help, social media and virtual assistant the
three channels experiencing the largest usage increase.
However, digital has the lowest satisfaction levels across
all customer support channels, as tech brands fail to
create a consistent experience across their omnichannel
platform.
Executive Summary。