2022年消费者体验报告（英）-43页_1mb

Summary of The State of Customer Experience: Realizing the Potential of Omnichannel 2021 Report

Core Content

This report explores the current state of customer experience (CX) and the impact of omnichannel maturity on customer loyalty, revenue growth, and operational efficiency. It highlights the challenges faced by marketing and customer support teams, the importance of channel unification, and the strategic steps necessary to achieve a mature omnichannel experience.

Main Findings

1. Customer Demands Are Increasing

• Over half of customer support and marketing teams expect customers to be more demanding in 2022.
• Marketers are more likely to report that customer demands will increase compared to customer support professionals.
• The shift in consumer behavior and the rise of digital communication have raised customer expectations.

2. Communication Landscape Is Evolving

• SMS and Google Business are the top channels planned for adoption in 2022.
• Marketers are more likely to increase the number of channels they use, especially in social media, voice, and SMS.
• Customer support teams are also planning to increase SMS usage, with almost one-third of those not currently using it planning to adopt it next year.

3. Limited Visibility Across Channels

• Nearly two-thirds of marketers and three-quarters of customer support teams report zero or limited visibility into other team members' customer interactions.
• Visibility is crucial for delivering a seamless and well-rounded customer experience.

4. Ownership of CX Strategy Is Unclear

• The CEO, head of marketing, and head of customer support are the top three owners of the CX strategy.
• 10% of participants report that ownership of the CX strategy is unclear.
• Clear ownership is linked to better CX outcomes, including higher NPS, revenue growth, and customer loyalty.

5. Few Companies Have Mature Omnichannel Strategies

• Less than one-quarter of customer support and marketing teams have implemented a complete omnichannel strategy.
• A mature omnichannel strategy is strongly correlated with better customer experience, faster response times, and higher revenue growth.

6. Omnichannel Maturity Drives Better CX Metrics

• Companies with a mature omnichannel strategy are:
  • Over three times more likely to report significant revenue growth.
  • Nearly three times more likely to rate their customer experience as excellent (an “A” grade).
  • Nearly four times more likely to report extremely loyal customers.
  • Over three times more likely to increase their CX investment.
  • Over half more likely to respond to customers in real-time or within an hour.

7. SMS Performance is Strong

• Over three-quarters of participants report that SMS is better at driving customer engagement than any other channel.
• SMS performance improves with a mature omnichannel strategy, and no marketer reported SMS performing worse.

8. AI Chatbots and Automated Message Flows Improve Performance

• Over half of customer support teams and three-quarters of marketers use AI chatbots or automated message flows.
• These tools are more effective when integrated into a mature omnichannel strategy.
• Teams with higher omnichannel maturity report better performance of chatbots and automated messages.

9. Omnichannel Maturity Leads to Better Channel Effectiveness

• Customer support teams with a complete omnichannel strategy report higher effectiveness for channels like Google Business (86%), Instagram (78%), and Twitter (80%).
• Marketing teams also show improved effectiveness with a mature strategy, especially for Google Business (75%).

Key Insights

• A mature omnichannel strategy is essential for delivering a cohesive, seamless customer experience.
• Clear ownership of the CX strategy is linked to better performance across all CX metrics.
• SMS and Google Business are the most preferred and effective channels for engagement and support.
• AI chatbots and automated messages are valuable tools that enhance productivity and customer satisfaction when integrated into a unified omnichannel environment.
• Cross-functional visibility and unification of channels are critical to improving CX and reducing customer friction.

Action Plan

Step 1: Ensure Clear Ownership of the Customer Experience

• Assign ownership to a senior leader who understands the value of a mature omnichannel strategy.
• This helps align goals, improve decision-making, and enhance CX outcomes.

Step 2: Optimize Your Team

• Identify repetitive tasks and implement AI chatbots and automated message flows to free up time for strategic initiatives.
• Ensure the right mix of resources to support both customer support and marketing functions.

Step 3: Meet Customers Where They Are

• Monitor customer conversations and identify preferred channels.
• Adopt new channels strategically, especially SMS and Google Business, to improve engagement and support.
• Provide training and education to ensure effective use of these channels.

Step 4: Unify the Connection Landscape

• Achieve a high degree of unification across all customer interaction channels.
• This allows for a 360-degree view of the customer, reducing silos and improving coordination.
• Unified systems enable faster response times, better customer satisfaction, and stronger brand reputation.

Conclusion

The report underscores that omnichannel maturity is a key driver of customer loyalty, revenue growth, and improved CX metrics. It emphasizes the need for clear ownership, optimized team structures, strategic channel adoption, and unified systems to fully realize the potential of an omnichannel approach.