Mitto：2022年消费者体验报告（EN）_43页_1mb

2021 State of Customer Experience: Realizing the Potential of Omnichannel

Core Content

The 2021 State of Customer Experience report, conducted by Mitto and Demand Metric, explores how marketing and customer support teams are managing customer expectations and implementing omnichannel strategies to improve customer experience and business outcomes. The report highlights the growing importance of omnichannel maturity in driving customer loyalty, revenue growth, and operational efficiency.

Key Findings

• Customer Demands Are on the Rise: Over half of customer support and marketing teams believe customers will be more demanding in 2022. Marketers are more likely than customer support professionals to anticipate this increase.
• Communication Landscape is Shifting: SMS and Google Business are the top channels both marketing and customer support teams plan to adopt in 2022. Marketers are more likely to expand their channel usage.
• Limited Visibility into Customer Interactions: Nearly two-thirds of marketers and three-quarters of customer support teams report having no or limited visibility into other team members' interactions with customers.
• SMS is a Top Channel for Delivering Results: Over three-quarters of participants report that SMS is more effective at driving customer engagement than any other channel.
• Very Few Companies Have Achieved a Mature Omnichannel Strategy: Less than one-quarter of customer support and marketing teams have implemented a fully cohesive omnichannel strategy.
• Omnichannel Maturity Relates to Improved Holiday Season Readiness: Teams with mature strategies are over two times more likely to improve self-service and optimize support processes during the holiday season.
• Mature Omnichannel Strategies Lead to Better Customer Experience: Companies with a complete omnichannel strategy are nearly three times more likely to report an "A" grade for their customer experience.
• Customer Loyalty is Linked to Omnichannel Maturity: These companies are nearly four times more likely to report extremely loyal customers and are unlikely to have detractors.
• Mature Omnichannel Strategies Lead to Increased CX Investment: Nearly three-quarters of companies with mature strategies plan to increase their investment in customer experience, compared to less than one-quarter of immature ones.
• Mature Strategies Result in Faster Response Times: Over half of mature teams respond in real-time or within an hour, while immature teams report less than one-third.
• Higher Channel Effectiveness with Maturity: Companies with mature strategies report higher effectiveness in their channels, particularly in SMS and Google Business.
• AI Chatbots and Automated Message Flows Improve Performance: Over half of customer support teams and three-quarters of marketers use AI chatbots and automated messages. These tools perform better in mature omnichannel environments.

Main Points

• Omnichannel maturity is critical for delivering a cohesive customer experience and driving business success.
• Clear ownership of the customer experience strategy is essential for alignment and performance.
• SMS and Google Business are the top channels for customer engagement and communication.
• Visibility and unification across channels are necessary to avoid silos and ensure consistent customer interaction.
• AI technologies like chatbots and automated messages are valuable tools when integrated into a mature omnichannel strategy.
• Customer satisfaction metrics such as CSAT and NPS are significantly higher in companies with mature omnichannel strategies.

Key Insights

• Customer expectations are evolving, with a demand for real-time, seamless, and consistent interactions.
• Channel effectiveness is closely tied to the maturity of the omnichannel strategy.
• Unification of systems allows teams to have a 360-degree view of the customer, leading to better performance and customer loyalty.
• Investment in customer experience is more likely in companies with mature omnichannel strategies, indicating a strategic shift towards customer-centric approaches.
• Operational efficiency is enhanced through automation and optimization, which are more prevalent in mature strategies.

Action Plan

Step 1: Ensure Clear Ownership of the Customer Experience

• Assign ownership to a senior leader who understands the customer and the benefits of a mature omnichannel strategy.
• Lack of clear ownership correlates with lower customer experience grades, lower NPS, and less investment in CX.

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 team performance and customer engagement.

Step 3: Meet Customers Where They Are

• Monitor customer conversations and adopt new channels strategically.
• SMS and Google Business are the top choices for 2022, and their adoption is more effective when integrated into a complete omnichannel strategy.

Step 4: Unify the Connection Landscape

• Unify systems and technologies to create a holistic customer experience.
• Achieving unification allows teams to see all customer interactions in one place, improving visibility and coordination.
• Unification is a crucial step in developing a mature omnichannel strategy and is linked to improved business outcomes.

Conclusion

The report underscores that a mature omnichannel strategy significantly enhances customer experience, leading to increased loyalty, better revenue growth, and improved customer satisfaction metrics. It emphasizes the importance of clear ownership, effective resource optimization, and strategic channel adoption in achieving these outcomes.