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Trend 1

Spotlight on CX

Unprecedented in speed and scale, the recent surge online puts pressure on companies to meet rising expectations as customer experience takes center stage.

Section 1

The digital (experience) imperative

What started as a global health crisis became the accelerant in our transition to a truly digital-first world. Customers are more online than ever—e-commerce sales jumped 30 percent during the pandemic—and they’re expecting companies to match the high bar set by digitally savvy leaders that are driving engagement and innovation, and investing heavily in CX.

Customers are seeking online experiences

65%of customers want to buy from companies that offer quick and easy online transactions

49%of customers gave Amazon the highest marks for service

Online companies are driving engagement with customers

100020003000
Avg Weekly Ticket Volume
40005000
20202019201820172016
% shows the YOY growth in 2020
20152014
57%54%15%94%29%24%33%
Ecommerce
Entertainment
Gaming
Groceries
Social media
Online health
Remote conferencing
& learning platform
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Avg Weekly Ticket Volume
20040060080010001200
% shows the YOY growth in 2020
2020201920182017201620152014
41%35%21%34%31%37%18%
Ecommerce
Entertainment
Gaming
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Social media
Online health
Remote conferencing
& learning platform
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Avg Weekly Ticket Volume
10002000 300040005000600070008000
% shows the YOY growth in 2020
2020201920182017201620152014
20%27%27%104%8%15%21%
Ecommerce
Entertainment
Gaming
Groceries
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Online health
Remote conferencing
& learning platform
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Avg Weekly Ticket Volume
5000100001500020000250003000035000
% shows the YOY growth in 2020
2020201920182017201620152014
74%122%-32%88%67%24%57%
Ecommerce
Entertainment
Gaming
Groceries
Social media
Online health
Remote conferencing
& learning platform
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Filter by:

Overall
100020003000
Avg Weekly Ticket Volume
40005000
20202019201820172016
% shows the YOY growth in 2020
20152014
57%54% 15%94%29%24%33%
Ecommerce
Entertainment
Gaming
Groceries
Social media
Online health
Remote conferencing & learning platform
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SMB
200400600
Avg Weekly Ticket Volume
80012001000
20202019201820172016
% shows the YOY growth in 2020
20152014
Ecommerce
Entertainment
Gaming
Groceries
Social media
Online health
Remote conferencing & learning platform
41%35%21%34%31%37%18%
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Midsize
100020003000
Avg Weekly Ticket Volume
40008000600070005000
20202019201820172016
% shows the YOY growth in 2020
20152014
Ecommerce
Entertainment
Gaming
Groceries
Social media
Online health
Remote conferencing & learning platform
20%27%27%104%8%15%21%
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Enterprise
50001000015000
Avg Weekly Ticket Volume
20000350003000025000
20202019201820172016
% shows the YOY growth in 2020
20152014
Ecommerce
Entertainment
Gaming
Groceries
Social media
Online health
Remote conferencing & learning platform
74%122%-32%88%67%24%57%
Internet Explorer doesn’t support these charts.

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Section 2

CX becomes the business strategy

Connections matter during times of crisis, and both customers and companies say that CX has become more important over the last year. So much so that it has vaulted to the forefront of business strategy, and with good reason:

75% of customers are willing to spend more to buy from companies that give them a good customer experience.

And the stakes remain high since customers haven’t gotten more forgiving during the pandemic. One bad experience is still reason enough for many to consider taking their business elsewhere.

Customers and companies are prioritizing CX

Half of customers say that customer experience is more important to them now compared to a year ago

0%20%
Percentage of surveyed customers that agree
40%60%80%100%
Brazil
Mexico
India
Spain
Korea
Singapore
Italy
United Kingdom
France
Germany
United States
Nordic
Australia
Benelux
Japan
100%80%60%40%20%0%
Percentage of surveyed customers that agree
Brazil
Mexico
India
Spain
Korea
Singapore
Italy
United Kingdom
France
Germany
United States
Nordics
Australia
Benelux
Japan
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63% of CX managers say their company prioritizes CX more than a year ago

0%20%
% of surveyed CX managers that agree
40%60%80%100%
India
Brazil
Mexico
Singapore
Korea
Italy
United States
Australia
Germany
Spain
United Kingdom
Nordics
Benelux
France
Japan
100%80%60%40%20%0%
% of surveyed CX managers that agree
India
Brazil
Mexico
Singapore
Korea
Italy
United States
Australia
Germany
Spain
United Kingdom
Nordics
Benelux
France
Japan
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No change from last year: most customers will still defect after multiple bad experiences

50% will switch to a competitor after one bad experience

0%20%
Percentage of customers that agree
40%60%80%100%
Australia
Benelux
Brazil
France
Germany
India
Italy
Japan
Korea
Mexico
Nordics
Singapore
Spain
United Kingdom
United States
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0%20%
Percentage of surveyed consumers that agree
40%60%80%100%
Millennials/
Gen Zers
Gen Xers
Silents/Baby
Boomers
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Filter by:

Country
100%80%60%40%20%0%
Percentage of customers that agree
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France
Germany
India
Italy
Japan
Korea
Mexico
Nordics
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Spain
United Kingdom
United States
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Generation
100%80%60%40%20%0%
Percentage of surveyed consumers that agree
Millennials/ Gen Zers
Gen Xers
Silents/Baby Boomers
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80% will switch to a competitor after more than one bad experiences

0%20%
Percentage of customers that agree
40%60%80%100%
Brazil
Singapore
Australia
Mexico
Spain
United States
Benelux
France
Nordics
United Kingdom
Germany
Italy
Japan
Korea
India
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0%20%
Percentage of surveyed consumers that agree
40%60%80%100%
Millennials/
Gen Zers
Gen Xers
Silents/Baby
Boomers
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Filter by:

Country
100%80%60%40%20%0%
Percentage of customers that agree
Brazil
Singapore
Australia
Mexico
Spain
United States
Benelux
France
Nordics
United Kingdom
Germany
Italy
Japan
Korea
India
Internet Explorer doesn’t support these charts.

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Generation
100%80%60%40%20%0%
Percentage of surveyed consumers that agree
Millennials/ Gen Zers
Gen Xers
Silents/Baby Boomers
Internet Explorer doesn’t support these charts.

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Section 3

Your empathy is showing

It’s not enough for companies to simply provide fast, friendly service. In a world marked by uncertainty, customers are seeking empathy and want to buy from companies that reflect their values.

Customers want companies to lead with their values

49%want agents to be empathetic

54%want to buy from companies that prioritize diversity, equity, and inclusion in their communities and workplaces

63%want to buy from companies that are socially responsible

Section 4

Juggling competing priorities

As companies strive to meet new customer expectations, they’re having to determine what needs the most attention now, and what they can focus on later. With so many balls in the air, fewer companies have hit key milestones to help them take their support to the next level.

Data shows that companies who perform better across key CX metrics, including faster response times and higher customer satisfaction rates, are more likely to have adopted omnichannel support. But investment in omnichannel, which integrates all of a company’s available channels into one streamlined workspace, actually dropped 10 percent last year. Companies must do what they can, with the resources they have, but there’s a risk of falling behind higher performing peers as customer expectations rise.

High-performing companies are more likely to have adopted omnichannel support

0%20%10%30%50%40%60%
Percentage of companies adopting omnichannel solution
High performer
Average performer
Low performer
50%60%40%30%20%10%0%
Percentage of companies adopting omnichannel solution
High performer
Average performer
Low performer
“Customer engagement cannot always be about new sales - the best way to engage your customers is to develop an online experience that is based on customer empathy. Find out what your customers care about and design meaningful communications across all of your online channels that mirror how you would build a relationship with a customer in person. We have supported a number of brands this year moving from an in-store focused strategy to an online-only strategy and this approach has made that transition a lot easier.”

Rich Gardner

VP, Global Strategic Partnerships at Klaviyo

NEXT CX TREND

A more conversational world

Explore Trends

  • 01

    Spotlight on CX

  • 02

    A more conversational world

  • 03

    Emphasis on agility

  • 04

    The future of work is now

  • 05

    The digital tipping point

  • Best practices

    Make the most of this year's trends

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