Revisiting the Gaps in Customer Experience

Harris Poll: Revisiting the Gaps in Customer Experience

Driving transformative change through a superior personalized customer experience (CX) has been proven to drive revenue growth and, as such, has become mission-critical for enterprise companies, and really any organization or entity with a brand-consumer relationship. In 2019, Redpoint Global commissioned Harris Poll to conduct research on what personalization means, for both marketing executives and consumers. Findings revealed a majority of consumers (61%) who said that personalization has become a standard expectation for doing business with a brand, with 37% claiming that they will no longer do business with a company that does not provide a personalized experience.

With seismic changes to how consumers engage with brands since the initial research, such as more digital-first customer journeys and more varied engagements spanning digital and physical channels (curbside pickup, buy online and pick-up in-store, home delivery, etc.), Redpoint commissioned Harris Poll for a follow-up study to see what’s changed, and with new questions asking consumers about how their behaviors and expectations have evolved particularly due to the worldwide pandemic.

Findings from “Revisiting the Gaps in Customer Experience” include:

• A 25% gap between marketers who say they’re doing an “excellent” job delivering an exceptional customer experience (51%) vs. the percentage of consumers who agree with the assessment (26%)
• A majority or near-majority of consumers say that they feel unseen (55%) and undervalued (48%) by brands they interact with
• Consumers rank omnichannel consistency as the most important dimension of customer experience, up from No. 2 in 2019