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70+ Customer Experience Statistics, Facts & Trends

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Customer experience is shaping consumer-brand interactions now more than ever before. Growing consumer spending power, digitization, and evolving consumer preferences mean businesses must better understand customers and their needs. 

This article will provide current and relevant CX stats that will help you improve client-buyer interactions.

10 Important Customer Experience Statistics (Editor’s Pick)

  • In 2022, 59% of US consumers would pay more for immediate services.
  • US Gen Z consumers in 2022 gave businesses 2.6 more chances after a negative customer experience.
  • 35% of US & European CX professionals in 2022 were managers.
  • 20% of US consumers reported increased brand expectations between 2021-2022.
  • In 2022, 64% of US CX teams had customer experience program goals.
  • In Q1 2022, 25% of companies believed having fewer bots would improve customers’ experiences.
  • 58% of EMEA organizations in 2022 had specific CX goals.
  • Gen Zs (39%) were most satisfied by quick service loyalty programs in 2022.
  • Unresolved issues represented a negative CX for 75% of US boomers in 2022.
  • 36% of surveyed US consumers in 2022 have contacted brands on social media.

Infographic

10 important customer experience statistics
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General Customer Experience Statistics

1. Google was the most preferred customer service site for 46% of consumers.

According to Q1 2022 data, 28% of customers visited Google for customer service most of the time. Another 11% of consumers visited Google half of the time, while a further 10% visited Google sometimes. In contrast, 5% of consumers rarely visited Google for the same reason, and 1% never visited Google for customer service needs.

2. 25% of companies that used mobile applications for customer service delivery in Q1 2022 were unsatisfied with the service.

In contrast, 32% of brands were satisfied with this service. A further 15% and 29% were partially ready or not ready (respectively) to use mobile applications to deliver a better customer service experience.

3. 55% of affluent Americans in 2022 reported that attention to detail was a top reason for remembering a good CX.

That was compared to 48% of non-affluent Americans who felt the same way.

4. In 2022, 59% of US consumers would pay more for immediate services.

33% of US consumers were willing to pay up to 10% or more for quicker services, while 20% were willing to pay up to 20% or more. Additionally, 78% of Gen Zs, compared to 33% of boomers, were willing to pay more for immediate services.

5. In 2022, 77.3% of brands believed customer experience was a critical competitive differentiator.

That was compared to 22.7% of brands that considered customer experience a “somewhat important” competitive differentiator.

6. 47% of US consumers in 2022 were willing to pay up to 30% more for immediate service.

Survey data revealed that 50% of non-affluent households were willing to pay as much for prompt services, and 52% of respondents in the $50,000-$74,000 income bracket were in the same boat.

us consumers willing to pay
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7. In 2022, 44% of CX professionals unsatisfied with their salaries worked in organizations without a formal CX program.

In comparison, only 27% of those unsatisfied professionals worked in organizations with a standard or advanced CX program.

Customer Experience Statistics by Region

8. 55% of US businesses believed personalization technology would significantly impact their customer experience strategy in 2022-2023.

Another 37% believed messaging channels (Facebook, Instagram, Twitter, WhatsApp) would impact their customer experience plans the most.

Here is a breakdown of customer experience factors that brands believed would most affect their customer experience strategies in 2022-2023.

Customer Experience Factors % of Companies Affected
Personalization technology 55%
Messaging channels (Facebook, Twitter, etc.) 37%
Automation and bots 25%
Cashless technology 25%
UX design and contextual commerce 16%
Identity management 16%

9. In 2022, 20% of customer experience professionals across the US and Europe worked in IT.

13% worked in the customer experience department, while 12% worked in product development. Other popular departments for CX professionals included sales (11%) and customer support (10%).

10. 35% of surveyed US & European CX professionals in 2022 were at the management level.

A further 18% of CX professionals reported being at the director level, while 27% were individual contributors.

11. In Q1 2022, 30% of UK businesses believed having fewer bots in customer service would improve customer experience.

In contrast, only 21% of US businesses believed having fewer bots would improve CX.

The table below summarizes the key areas UK and US brands believed would improve CX.

Areas of Improvement UK Brands US Brands
Fewer bots 30% 21%
Improved personalization 18% 21%
Search engine support 18% 12%
Smarter customer service 7% 15%
Better mobile app support 7% 8%
Smoother self-service 6% 8%
More self-service 5% 8%
Accurate self-service 8% 5%
Faster self-service 2% 2%

12. 11% of US consumers rated brands excellently (9-10) in 2021.

30% ranked their experiences with brands at 7-8 on a scale of 1-10. 

Another 32% put 5-6 on the scoresheet, and 15% of consumers gave brands a 3-4 rating to round up the top three.

13. “Employee motivation” was the biggest obstacle to CX success in 35% of US CX teams with 2-5 employees.

That was compared to 25% of CX teams in the EMEA region during the survey period (2022).

14. 35% of European customer experience professionals used customer experience management solutions in 2022.

This figure was lower than about 50% of US CX professionals in the same category.

15. In 2022, 40% of all US consumers considered good customer experience very important.

35% of consumers ranked positive Customer Experience (CX) as necessary, and 19% thought it was moderately important.

The table below summarizes how different ages perceived the importance of consumer experiences.

Importance of Positive CX All US Consumers 18-44 Years 45-75 Years
Very important 40% 41% 38%
Important 35% 38% 33%
Fairly important 19% 17% 20%
Not very important 3% 2% 3%
Not important at all 3% 2% 5%

Customer Experience Statistics by Age

16. Friendliness (47%) was the most critical CX factor for American Gen Z consumers in 2022.

The second and third most important factors for US Gen Z consumers were problem resolution (37%) and quick responses (34%).

The table below summarizes the three most important CX factors for US consumers by age group.

Age Group Most Important Second Most Important Third Most Important
Gen Z (16-26) Friendliness (47%) Problem resolution (37%) Quick response (34%)
Younger millennials (27-35) Problem resolution (47%) Expertise, knowledge, competence (38%) Friendliness (37%)
Older millennials (36-45) Friendliness (49%) Problem resolution (44%) Quick response (36%)
Gen X (46-57) Problem resolution (49%) Friendliness (39%) Expertise, knowledge, competence (41%)
Boomers (58-75) Problem resolution (51%) Expertise, knowledge, competence (44%) Product met consumer expectations (39%)

17. US Gen Z consumers in 2022 gave businesses 2.6 more chances after a negative customer experience.

In contrast, young millennials gave brands 2.1 more chances to redeem themselves after poor CX. Older millennials were less forgiving (1.7 opportunities), followed by Gen X (1.5) and Boomers (1.1).

18. Ratings and reviews significantly affected 74% of US millennials’ purchasing decisions in 2022.

In comparison, 55% of Gen Z felt the same way.

ratings and reviews for purchasing decisions
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19. As of Q1 2022, 18% of Gen Zs (19-25) were delighted with self-service.

55% of this age bracket were slightly satisfied, followed by those who were somewhat unsatisfied (14%) or unhappy (9%). Some 4% did not use self-service at all.

20. 55% of millennials (26-41) were slightly satisfied with self-service in Q1 2022.

In contrast, 15% were delighted with self-service. However, another 19% were slightly unsatisfied, while 9% were unsatisfied. The rest (2%) did not use self-service.

21. 5% of Gen Xers (42-57) in Q1 2022 reported not using self-services.

Of those who used self-service options, 12% were very satisfied, and 51% were slightly satisfied.

In contrast, 22% were slightly unsatisfied, and 10% were unsatisfied with self-service.

22. In 2022, 20% of US consumers' expectations increased compared to 2021.

In comparison, 66% of consumers’ customer expectations remained the same, while 13% lowered their expectations.

Here is a summary of consumer expectations by age.

Age Increased Customer Expectations Constant Customer Expectations Reduced Customer Expectations
18-44 years 26% 63% 11%
44-75 years 15% 69% 15%

Customer Experience Business Statistics

23. In 2022, 64% of US CX teams had customer experience program goals.

Thus, growing from 41% in 2021.

In contrast, only 29% of European custom experience teams set CX goals in 2022, an improvement from 15% in 2021.

24. Senior management informed the digital-first engagement strategy for 55% of US businesses in 2022.

In contrast, 44% of American businesses’ digital-first engagement strategy was determined by their respective customer experience and IT departments.

In other US brands, the decision was made by customer support departments (42%), marketing departments (32%), and sales departments (20%).

25. 46% of US businesses prioritized personalization for better customer experiences in 2023.

In contrast, employee retention and improving customer omnichannel experiences were the CX priority for 33% and 26% of businesses.

The table below summarizes the top CX priorities for American brands heading into 2023.

Customer Experience Priority % of US Brands
Personalization 46%
Employee retention 33%
Improving omnichannel customer experience 26%
Improving customer center efficiency 26%
Recruiting more customer experience staff 23%
Using customer experience management bots 15%
Increasing customer engagement channels 13%

26. In Q1 2022, 25% of companies believed fewer bots would improve customers’ experiences.

In contrast, 19% went with improving personalization, and 15% of businesses sought search engine support instead. 

27. In Q1 2022, 19% of consumers reported needing more self-service support.

While 62% needed slightly more self-service support than they received, 15% had optimal self-service. In comparison, 5% said they needed less self-service than was currently available.

28. 45% of businesses believed consumers needed more self-service support in Q1 2022.

But 21% of brands were confident their customers received the right self-service.

29. 24% of businesses believed faster resolution was the top self-service benefit in Q1 2022.

More consumers (34%) than companies shared the same sentiments.

Accuracy was the second most important benefit of self-service for brands (19%) compared to convenience (17%) for consumers.

Here is a summary of perceived self-service benefits for consumers and businesses in Q1 2022.

Customer Service Benefit For Businesses For Consumers
Faster resolutions 24% 34%
Accuracy 19% 8%
Convenience 17% 17%
24/7 availability 15% 13%
Personalized services 10% 6%
Better custom experience 8% 13%
Efficiency 7% 4%
No benefit to self-service 0% 5%

30. In Q1 2022, 15% of businesses knew Google was the most preferred customer service site.

12% of businesses believed consumers visited Google first for customer support most of the time, but the majority (28%) thought this only happened half the time.

8% believed such Google visits rarely happen, but none (0%) thought it never happens.

31. In Q1 2022, 52% of consumers preferred chats for digital customer service.

Data shows that a further 50% of customers preferred emails compared to the company website (33%), social media (19%), messaging channels (15%), brands mobile app (7%), and Google search results (4%).

32. 58% of EMEA organizations in 2022 had specific CX goals.

27% of the surveyed organizations had no such goals, and 15% were unsure.

33. In 2022, 48% of CX teams in the US and Europe were strongest at teamwork and cross-collaboration.

In second place were teams skilled at problem-solving (46%), followed by analytical and critical thinking skills (39%), leadership skills (34%), and market research skills (25%).

Customer Loyalty Statistics

34. Gen Zs (39%) were most satisfied by quick service loyalty programs in 2022.

Likewise, 21% of Gen Zs were satisfied by coffee reward programs, and 16% preferred beauty reward programs.

For millennial consumers, quick service loyalty programs (29%) were the most popular, followed by coffee reward programs (27%) and airline rewards (13%).

most satisfying customer loyalty programs
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35. Quick service/fast casual was the most satisfying customer reward & loyalty program for most (30%) American consumers in 2022.

20% of consumers found coffee rewards satisfying. Other popular rewards included airline loyalty (13%), hospitality loyalty (12%), and beauty rewards (9%) programs.

36. 29% of consumers ranked having professional customer service agents as the top brand loyalty factor in Q1 2022.

A further 22% of consumers believed access to online self-service was the most crucial brand loyalty factor.

The table below summarizes the customer service-driven brand loyalty factors amongst consumers in Q1 2022.

Brand Loyalty Factor % of Consumers
Brands have professional agents 29%
Consumers can access online self-service 22%
Consumers can get services using their preferred digital channels 21%
Brands that have patient agents 9%
Useful chatbots 8%
Familiarity with consumer history 7%
None 5%

Customer Experience Maturity Statistics

37. In 2022, 29% of brands planned to expand their messaging channels for customer support.

In comparison, 57% and 47% of businesses aimed to invest in their phone and chat channels for customer service delivery.

The table below summarizes critical customer support channels that firms planned to expand in 2022.

Digital Customer Support Channels Keep As-Is Significant Expansion Partially Expand Will Add (Do Not Have Currently)
Messaging channels 49% 29% 15% 6%
Website 48% 37% 14% 1%
Emails 35% 44% 17% 5%
Improved Google search result visibility 32% 42% 17% 9%
Chat 31% 47% 19% 3%
Mobile applications 28% 25% 14% 34%
Phone 28% 57% 15% 1%
Social media 12% 22% 26% 40%

38. 53% of businesses felt their consumers were delighted with the self-service tools they offered in Q1 2022.

That compared to 33% of brands who felt their consumers were only somewhat satisfied by their self-service tools. 10% of businesses felt their clients were slightly dissatisfied, and 3% believed their customers were outright unhappy with their offering.

39. In 2021, 19.1% of brands believed they offered excellent (10/10) omnichannel customer experience.

A further 21.8% of brands scored their omnichannel CX at 9/10.

Furthermore, 23.6% and 22.7% of businesses scored their omnichannel customer experience at 8 and 7, respectively, while 12.7% scored at 6 and below.

Customer Experience Conversion & ROI Statistics

40. Organizations with high CX collaboration levels reported up to 72% Return On Investment (ROI) in 2022.

In contrast, organizations with minimal or no collaboration reported 28% ROI, while companies with some collaboration reported 45% ROI.

41. Customer experience teams with 16+ members reported up to 63% ROI.

CX teams with 11-15 members reported a 58% ROI in the same year (2022).

Furthermore, CX teams with 6-10 members enjoyed a 53% ROI, followed by CX teams with 2-5 (47%) and 1 (42%) member(s).

customer experience team size
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Customer Experience Financial Statistics

42. The global CX management market is expected to grow at a 15.4% CAGR between 2023-2030.

The CX management market was valued at $10.65 billion in 2022, projected to reach $32.87 billion at the end of the forecasted period.

43. 50% of American CX professionals received bonuses after hitting targets in 2022.

This was a 12 percentage point increase from the 38% of CX professionals who received such bonuses in 2021.

Positive Customer Experience Statistics

44. Performing acts that exceeded consumers' expectations was the top factor (62%) for making a positive CX memorable.

According to 2022 data, this was followed by interactions that left the consumer feeling better (61%), attention to detail (50%), and efficient issue resolution (48%).

45. In 2022, 76% of US consumers would recommend a business to friends after a positive CX with the brand's website or mobile app.

46. 44% of US consumers were highly likely to keep patronizing a brand after a good customer experience on digital channels.

A further 43% would recommend the brand to friends, and 34% would post positive reviews.

Check out how customer experiences on digital channels influenced consumer reactions to businesses in 2022.

Customer Reaction Extremely Likely Likely Somewhat Likely Somewhat Unikely Not At All Likely
Purchase products/services again 44% 34% 18% 2% 2%
Recommend the brand to friends & family 43% 34% 18% 3% 3%
Posted a positive brand review 34% 33% 23% 6% 4%
Read a brand's emails, social media, and online content 23% 31% 30% 9% 8%
Shared experience dealing with the brand on social media 20% 22% 27% 12% 19%

47. As of May 2022, 94% of global consumers would keep buying from a brand with a positive customer service experience.

Additionally, 82% of consumers recommended brands due to excellent customer service, and 80% were ready to forgive a brand’s mistakes after receiving excellent customer service.

Similarly, 78% of respondents have made purchase decisions based on customer service quality.

48. A quick business response was the most critical measure of excellent customer experience for 41% of American consumers.

24% of US consumers also ranked answers to service issues questions as the most crucial customer experience measure.

49. The most satisfying consumer experience for 54% of American Gen Z consumers in 2021 was in-person purchasing.

The second most satisfying consumer experience aspect was shipping delivery (54%) and getting answers to questions (52%).

In comparison, the most satisfying CX aspect for other age groups was also in-person purchases (73%), followed by online purchases (71%) and using a product or service (70%).

Negative Customer Experience Statistics

50. In 2022, 57% of US millennial consumers would switch brands after a poor customer service experience when buying a car.

51% would do the same when planning a trip, as would another 50% on financial matters.

51. Most (33%) American Gen Z consumers reported being unsatisfied when choosing healthcare providers.

Other sectors that Gen Zs were least satisfied with included discussing financial services (34%) and planning a trip (40%).

52. 41% of customers in Q1 2022 would abandon a brand after two poor digital customer service experiences.

While 16% would only tolerate one poor digital customer service, 25% would wait for three, and 18% would stick with such brands after three poor digital customer service experiences.

In contrast, 6% would stick with a brand even after a poor digital customer service experience.

53. In Q1 2022, 16% of businesses believed consumers would abandon their brands after one poor digital customer service experience.

In comparison, 25% of businesses believed it would take two poor experiences for such to happen.

29% were confident of consumers sticking around after three such incidents, and 2% of brands believed a poor customer service experience was not enough to cost them the customer.

poor digital customer experiences
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54. 44% of consumers in Q1 2022 would abandon a brand after two poor non-digital customer service experiences.

In contrast, more brands (46%) believed clients would abandon their services after two poor non-digital customer service experiences.

The table below summarizes the likelihood of consumers abandoning a brand after a poor non-digital customer service experience, according to consumers and brands, in Q1 2022.

Poor Non-digital Customer Service Experiences Episodes For Consumers For Businesses
One 17% 7%
Two 44% 46%
Three 25% 33%
More than three 10% 12%
Will not abandon the brand 4% 2%

55. In Q1 2022, most customers (63%) disliked waiting on hold when interacting with customer service agents.

That was compared to having to repeat information (51%), not getting quick resolutions (37%), getting disconnected/stuck during calls or chats (29%), agents not getting back to users (21%), and rude customer support (20%).

56. In 2022, unresolved issues represented a negative CX for 75% of US boomers.

That compared to 49% of Gen Zs who felt the same.

57. Inefficient or unresolved issues caused 63% of negative CX among US consumers in 2022.

Interactions that left the consumer feeling worse caused 55% of poor CX experiences, while a lack of attention to detail accounted for 49%.

58. In 2022, 34% of US customers ranked the lengthy effort to get resolutions as the most frustrating customer experience.

Long wait times were the most frustrating CX for another 25% of customers, as negative bot experiences (22%) rounded up the top three.

59. 39% of US customers discouraged friends and families from transacting with a brand after a poor CX.

According to 2022 data, a poor CX experience also led 37% of US consumers to consider a competitor, while 38% stopped reading the brand’s emails, social media, and online content.

A further 47% posted negative reviews of the company, and 17% opted to share their negative experiences on social media (Facebook, Twitter, Instagram).

60. 64% of US consumers stopped patronizing brands due to poor customer experiences.

In the same 2022 study, 23% continued doing business with those brands, while 12% of respondents did not remember their actions after a poor customer service experience.

The table below summarizes US consumer actions after receiving poor customer experiences by age.

Age Stopped Doing Business Continued Doing Business Did Not remember Their Actions
18-44 years 65% 23% 12%
45-75 years 64% 24% 13%

Omni/Multichannel Customer Experience Statistics

61. 53% of UK customers in Q1 2022 preferred using emails for digital customer service.

The same proportion preferred chats, followed by interacting on the brands’ website (33%), social media (23%), messaging channels (22%), the company’s mobile app (4%), and Google search results (2%).

62. 54% of businesses using chats for digital customer service in Q1 2022 delivery felt their model could be better.

While 38% of brands were happy with their chat offering, 4% were partially ready to launch, and 3% were not ready to implement chats.

63. In Q1 2022, 3% of businesses were not ready to use emails as a digital customer service delivery channel.

8% were only partially ready, while 45% already using emails for customer service were happy with it.

64. In Q1 2022, 56% of businesses offered customer service through email.

Another 51% used messaging channels, while 40% employed Google search results. Other notable mentions were phones (33%), chats (31%), websites (30%), company mobile apps (29%), and social media (26%).

how businesses offered customer services
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65. 42% of US businesses in Q1 2022 delivered customer service via messaging channels.

However, this was lesser than the 57% of firms that relied on emails but higher than the 39% who chose Google search results to provide customer service.

66. 61% of UK businesses used messaging channels for customer service delivery in Q1 2022.

In comparison, 56% used emails, while 42% used Google search results.

A further 32% of UK brands used phones, chat (25%), or the official website (34%), among other options.

67. 50% of US consumers preferred chats for digital customer service in Q1 2022.

In contrast, 46% preferred email, while 33% would go through the brand’s website.

68. In Q1 2022, 36% of brands were not ready to use social media for digital customer service delivery.

In comparison, 12% of businesses were partially ready to use it

Of the remaining share already using social media, 28% felt their application was not good enough, compared to 24% who were satisfied with their offering.

69. 6% of businesses were partially ready to use messaging channels for customer service in Q1 2022.

But 2% had yet to plan to use messaging channels.

Another 67% of companies used messaging channels for digital customer delivery and were happy with the service, compared to 26% of users who wanted to improve their offerings.

70. 36% of surveyed US consumers in 2022 have contacted brands on social media.

Of consumers aged 18-44, 53% had used social media channels to reach brands, more than twice the 45-75-year-olds (21%) who had done the same.

brands for customer service
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71. 37% of US consumers in a 2022 survey contacted businesses using private messaging channels.

This was more common among consumers in the 18-44 age range (44%) than 45-75-year-olds (24%).

72. In 2022, 48% of American consumers across all ages preferred to contact brands using digital channels.

A breakdown shows 56% of consumers aged 18-44 preferred using digital channels, compared to 43% who preferred using the phone to contact brands.

In the 45-75 bracket, 40% selected using digital channels.

73. In 2022, 62% of US consumers preferred to resolve pre-purchase CX issues via phone.

A further 58% of consumers preferred in-person dealings, while others chose email (57%), online chat (47%), text (36%), mobile app (23%), and social media (16%) channels to resolve pre-purchase CX issues.

74. 63% of US male consumers in 2022 preferred resolving pre-purchase CX issues via phone.

In close second was 62% of male consumers opting for in-person resolutions, while 57% used email.

In contrast, 60% of female consumers preferred using phones or emails (58%) and online chats (51%) to resolve pre-purchase CX issues.

Does CX Matter?

To effectively compete in the modern marketplace, brands must understand their client profiles, including unique buyer preferences, wants, and pain points. 

Our detailed CX statistics article will help you holistically assess the modern market from different angles and customize your services for buyers.

To understand how CX is rapidly changing digitally, read our detailed E-commerce Statistics and Trends article to understand how modern shoppers behave.

Interesting Reads:
References:
  1. The 2022 State of Digital Customer Experience Report | Verint
  2. Channeling Happiness: The 2022 State of Consumer Experience Report – Conduent
  3. NICE CXone | Digital First CX Report
  4. Overview: GetFeedback: The 2022 State of CX Report
  5. Consumer behavior based on customer experience 2022 | Statista
  6. Customer experience technology: global revenue 2022 | Statista
  7. White Paper: Bridging the Gap Between the Experience Customers Want and the Experience You Provide (emplifi.io)
  8. The State of Customer Experience in 2023 | National Research Study – Experience Dynamic | A Customer Experience Collective
  9. Customer Experience Management Market Size Report, 2030 (grandviewresearch.com)
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