Positive interactions with staff are essential to the customer experienceBY Australian Retailers Association
InMoment, a leader in customer experience (CX) intelligence recently released findings from its 2019 CX Trends Report; uncovering a significant disconnect in the way brands and customers perceive CX.
The most startling finding from the report was that 11% of Aussie brands said their customers played a pivotal role in helping to create better experiences.
Customers on the other hand, see experience as a shared responsibility. This difference in perception was a trend that continued throughout the report, with 36% of brands believing their CX is "definitely” improving, however only 13% of customers agreed. Similarly, three times as many customers than brands said experiences are “definitely not getting better.”
The solution proposed by customers participating in the report is simple. According to the survey’s findings, the most effective thing that brands can do to capture customer sentiment and experience, is to 'ask them directly'. Nearly 78% of customers selected this option, with only 43% of brands reporting the same.
The importance of effectively engaging with customers in-person is also of paramount importance. The top customer response (50%) for improving a brand’s CX was ‘Better Service from Staff’. This continues the trend from InMoment’s 2018 trend report, where 68% of consumers said that staff remain the most significant contributor to a positive brand experience.
Positive interaction with staff is more essential to Australians than anyone else, with the report finding that Aussies place the most importance on staff service (50% of respondents) - valuing human interactions even higher than US (42 per cent) and UK (30%) customers.
About the report
InMoment surveyed 500 consumers and 270 brands in Australia to discover where both groups aligned or disconnected on a variety of customer experience topics. Data has been cleansed and validated.
InMoment™ is a cloud-based customer experience (CX) intelligence platform, arming brands with compelling customer insights to drive high-value business decisions and relationships with both customers and employees. InMoment’s industry-leading analytics power a full suite of Voice of Customer (VoC), Voice of Employee (VoE), and Employee Engagement solutions. InMoment also provides strategic guidance, support, and related services to more than 425 brands across 95 countries. For more information, visit www.inmoment.com
ABOUT THE AUTHOR
Australian Retailers Association
Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit www.retail.org.au or call 1300 368 041.