2022-01-27-Demand_Metric-2022年消费者体验报告（EN）_43页_1mb

报告摘要

The State of Customer Experience 2021 Report Summary

Introduction

The report examines omnichannel customer experience strategies for customer support and marketing teams, highlighting that high omnichannel maturity leads to increased customer loyalty, revenue growth, and better customer satisfaction.

Key Findings

Rising Customer Demands: Over half of teams believe customer demands will increase in 2022, with 90% expecting them to stay the same or rise.
Shifting Communication Landscape: SMS and Google Business are the top channels planned for 2022 adoption by both customer support and marketing teams.
Visibility Issues: Nearly two-thirds of marketers and three-quarters of customer support teams lack visibility into other team members' interactions with customers.
Low Omnichannel Maturity: Less than one-quarter of teams have implemented a cohesive omnichannel strategy, hindering unified customer experiences.
SMS Effectiveness: SMS is ranked highest for driving customer engagement by over three-quarters of participants.
Holiday Season Impact: Mature omnichannel strategies correlate with better holiday readiness, including improved self-service and automation.
Measurable Benefits: Strategies with high maturity show significant advantages, including 3-4x revenue growth, higher customer loyalty, and better response times.

Customer Experience Benchmarks

Holiday Challenges: Both teams face high support volumes and competition during holidays, with visibility and channel adoption being key issues.
Customer Expectations: Expectations are rising; SMS and targeted channels are critical for meeting demands in 2022.
Current Channels: Teams use email, voice, and social media; however, many face challenges in unifying these across platforms.

Impact of Omnichannel Maturity

Performance Metrics: Mature strategies lead to faster response times, higher CSAT (77%) and NPS (8.5) scores, and reduced detractors.
Revenue and Loyalty: Companies with mature strategies report 3x greater revenue growth and nearly 4x higher customer loyalty compared to less mature ones.
Technology Adoption: Use of AI chatbots and automation increases with maturity, enhancing efficiency and customer experience.

Action Plan

Ensure Clear Ownership: Appoint senior leadership to oversee customer experience strategy for better alignment and outcomes.
Optimize Teams: Leverage AI chatbots and automation to handle repetitive tasks, improving efficiency and freeing up resources for strategic initiatives.
Meet Customers Where They Are: Focus on high-performing channels like SMS, ensuring adaptive and customer-centric strategies.
Unify the Connection Landscape: Integrate people, processes, and technologies for a cohesive omnichannel experience to drive loyalty and performance.