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Spotlight on CX
Unprecedented in speed and scale, the recent surge online puts pressure on companies to meet rising expectations as customer experience takes center stage.

Section 1
The digital (experience) imperative
What started as a global health crisis became the accelerant in our transition to a truly digital-first world. Customers are more online than ever—e-commerce sales jumped 30 percent during the pandemic—and they’re expecting companies to match the high bar set by digitally savvy leaders that are driving engagement and innovation, and investing heavily in CX.
Customers are seeking online experiences
65% of customers want to buy from companies that offer quick and easy online transactions
49% of customers gave Amazon the highest marks for service
Online companies are driving engagement with customers
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Overall

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SMB

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Midsize

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Enterprise

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Section 2
CX becomes the business strategy
Connections matter during times of crisis, and both customers and companies say that CX has become more important over the last year. So much so that it has vaulted to the forefront of business strategy, and with good reason:
75% of customers are willing to spend more to buy from companies that give them a good customer experience.
And the stakes remain high since customers haven’t gotten more forgiving during the pandemic. One bad experience is still reason enough for many to consider taking their business elsewhere.
Customers and companies are prioritizing CX
Half of customers say that customer experience is more important to them now compared to a year ago

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63% of CX managers say their company prioritizes CX more than a year ago

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No change from last year: most customers will still defect after multiple bad experiences
50% will switch to a competitor after one bad experience

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Gen Zers
Boomers

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80% will switch to a competitor after more than one bad experiences

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Section 3
Your empathy is showing
It’s not enough for companies to simply provide fast, friendly service. In a world marked by uncertainty, customers are seeking empathy and want to buy from companies that reflect their values.
Customers want companies to lead with their values
49% want agents to be empathetic
54% want to buy from companies that prioritize diversity, equity, and inclusion in their communities and workplaces
63% want to buy from companies that are socially responsible
Section 4
Juggling competing priorities
As companies strive to meet new customer expectations, they’re having to determine what needs the most attention now, and what they can focus on later. With so many balls in the air, fewer companies have hit key milestones to help them take their support to the next level.
Data shows that companies who perform better across key CX metrics, including faster response times and higher customer satisfaction rates, are more likely to have adopted omnichannel support. But investment in omnichannel, which integrates all of a company’s available channels into one streamlined workspace, actually dropped 10 percent last year. Companies must do what they can, with the resources they have, but there’s a risk of falling behind higher performing peers as customer expectations rise.
High-performing companies are more likely to have adopted omnichannel support

“Customer engagement cannot always be about new sales - the best way to engage your customers is to develop an online experience that is based on customer empathy. Find out what your customers care about and design meaningful communications across all of your online channels that mirror how you would build a relationship with a customer in person. We have supported a number of brands this year moving from an in-store focused strategy to an online-only strategy and this approach has made that transition a lot easier.”
Rich Gardner
VP, Global Strategic Partnerships at Klaviyo
NEXT CX TREND
A more conversational world
Explore Trends
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01
Spotlight on CX
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02
A more conversational world
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03
Emphasis on agility
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04
The future of work is now
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The digital tipping point
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Make the most of this year's trends