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  • NETMEDIA International

Customer experience: still too much friction

89% of companies are not able to offer a frictionless experience to their customers, according to a study conducted by IFS and Censuswide.

Many companies are struggling to deliver a relevant customer experience, or even failing to do so. These are the conclusions of a worldwide study conducted by Censuswide for the management solutions provider IFS among professionals and a panel of consumers (one third of the respondents are French). Indeed, if half of the companies surveyed spend more than $250,000 per year to evaluate service via the net promoter score, customer reviews and satisfaction surveys, 89% of professionals are unable to cite an example of frictionless customer experience.

In fact, 33% of managers say they are not taking any action to improve the customer experience. This is due to the fact that they have too much work to do on other issues, which leads 15% of them to report customer relationship or service issues only in case of emergency. Nor are they proactive in this area.

Towards a harmonization of contact points

However, practices seem to be evolving: 90% of companies say they have reviewed or are reviewing their operating mode with a view to eliminating irritants and harmonizing touch points within the customer journey. A reaction to the impact of disappointing customer experiences on loyalty. 43% of consumers say they are willing to share a negative experience with others.

Similarly, 36% of French consumers stop buying a brand's products and services after two or three disappointing experiences. Conversely, 46% will write a positive review after a quality interaction. Michael Ouissi, chief customer officer of IFS, concludes: "Companies have little room for error when it comes to providing a positive experience to their customers. Neglect one step in the customer journey and business results, margins and profit suffer. There are several critical moments along the value chain that can either delight or disappoint the customer. The study results show that whatever the customer feels, they are likely to share it with their peers."

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