Knowledge - Insights: White Papers

EXECUTIVE SUMMARY

Engage Hub’s inaugural Fragile Customer Experience report is based on the findings of research commissioned to better understand the current state of customer experience in the Retail, Mobile Network Operator (MNO) and Financial Service industries. This is based on the findings
of research commissioned to better understand the current state of customer experience in the Retail, Mobile Network Operator (MNO), and Financial Service industries. In an age where there are more ways than ever for brands to communicate with customers – and vice versa – it has become more important than ever that it is done right.

In the report, we have examined how it is that consumers define good customer service and how those experiences are changing. We also looked at what’s having the biggest impact on customer experience right now and what should be done better.

The research, carried out in partnership with Morar Consulting, shows that in the retail sector in particular, there are troubling indications that customer experiences are declining, with one in five indicating a feeling that customer experience is getting worse. It’s also been a factor in more than half of the incidences where consumers have decided that they are going to shop elsewhere.

What seems to be compounding the problem is that although half of consumers believe the handling of feedback could be a key way for the customer experience to be improved, a third believe that feedback is infrequent, or never acted upon. This was another key area this report examines in more detail across all three sectors, along with the significant push and pull factors that drive away and attract customers.

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Managing The Fragile Customer Experience In The Information Age

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