How Are Marketers Benefiting from Improved Customer Experiences? - eMarketer

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How Are Marketers Benefiting from Improved Customer Experiences?

Better experiences breed loyalty

May 23, 2016

Marketers are continually looking to meet, and exceed, customer expectations. Improving the overall experience can be beneficial not just for customers, but for marketers as well. In fact, more than eight in 10 business executives find that improving customer experiences is fundamental to future success, as well as improved brand reputation, according to January 2016 research.

Benefits of Improving Customer Experience According to Business Executives* Worldwide, Jan 2016 (% of respondents)

Culture change consulting company The Storytellers surveyed executives from companies in the top 500 of the Forbes Global 2000.

When asked about the benefits of improving customer experience, 88% of executives said that it’s fundamental to future success. The same number also said that improving the customer experience improved brand reputation.

Likelihood of Making Another Purchase from a Store After a Good vs. Bad Customer Service Experience According to US Digital Buyers, Feb 2016 (% of respondents)

Better returns, as well as loyalty, were other benefits.

Meanwhile, a poor customer experience can affect future purchases for the worse. Separate data from Onestop found that nearly half of US digital buyers said that it’s unlikely that they would make another purchase if they had a bad experience.


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