89% of companies compete mostly on customer experience

Customer experience is everything, nowadays you are only one click away from your competitors and thanks to social media, a bad customer experience can poison the well.

A recent Gartner survey stated that in 2016, 89% of companies were expecting to compete mostly on the basis of customer experience. Another study carried out by Adobe of more than 14,000 digital marketing professionals, ranked customer experience as the most important way they were seeking to differentiate themselves from competitors; price was ranked only seventh.

Good customer experience does not stop with your website. Giving your employees the right tools and information means they can focus on delivering your customers the quality of service that will differentiate you from your competitors. Also, giving your management access to all the data they need to monitor how you are delivering your customer’s experience and analysing trends as they occur means you can stay ahead of the game.

We are moving to a more self-service model for customer interaction. In the UK, 67% of customers expect an efficient self-service application on a supplier’s website with 70% of a decision being made before the customer even contacts a supplier (source: Steven Bellegham).

Customers increasingly want information about products and services to be:

  • Easy to find
  • In a format that’s easy to consume, whether they are viewing on desktop, tablet or mobile
  • That’s relevant to their enquiry
  • Available 24 / 7

Digital is now the front line for delivery of customer satisfaction. It’s the most cost-effective way for a small company to compete.


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