Customer Experience Statistics (Why Is Customer Experience So Important?)

Do you want to learn the most interesting customer experience statistics because you want to grow your business?

Yup, this may shock you, but customer experience (CX) is one of the essentials in doing business – not just that, but doing it well.

I found many refreshing stats showing why some businesses do better than others. Yes, it’s because of the first ones offer superb CX.

And you should, too!

Remember, it’s ongoing once you decide to ramp up your CX game. Because (!), even if a customer is with you for a year and you think you won them for life, a bad experience can make them say, “Sayonara!”

Read these 35 stats, take notes, apply and congratulate yourself.

This post covers:

• Positive Customer Experience Statistics
• Negative Customer Experience Statistics
• How Customer Experience Impacts Businesses & Sales
• Mobile Customer Experience Is A Must
• Does Customer Experience Impact Brand Loyalty?
• Impact Of Technology On Customer Experience

Customer Experience Statistics (Our Top Picks)

• 1 good experience gets spread among 11 other people
• 1 bad experience gets spread among 15 other people
• 50%+ of buyers decide not to purchase because of low CX
• Experience impacts 74% of consumers’ buying behavior
• Those skilled at CX experience a 4-8% revenue growth
• Customers may buy 140% more due to good CX
• CX is the driving force for customer loyalty, outperforming brand and price
• A personalized omnichannel engagement can mean a 10% improvement in average order value

Note: You may also be interested in our comprehensive UX statistics to improve your mobile and web design.

Positive Customer Experience Statistics

1. One good experience gets spread among 11 other people

Americans like to share their good and bad customer experience with others (not just family and friends). When it comes to a good CX, they will, on average, tell eleven more people about it.

And when it comes to Millennials, they will share a pleasant experience with seventeen people.

Fun fact: Men (15) like to share their good experiences more than women (10).

See below about shearability when it comes to poor CX.

Source: American Express

2. 69% of customers would recommend a company because of good CX

While we already learned that people like to share their experiences with others, 69% said in a NewVoiceMedia research they would recommend the company to others.

Additionally, 50% would use the business more frequently (yes, purely because of the positive customer experience) and 42% are even willing to spend more with them. Another study (by Oracle) reported that 74% spent more with a business due to a history of great CX.

Source: Cision

3. 90% of highly engaged customers spend 300% more than others

A highly engaged customer is ideal because they spend considerably more than the rest. They will also likely (5x) choose the brand again for future purchases. Their purchases are 90% more frequent, and they usually spend 60% more per transaction.

On top of that, they are way more interested (6x) in trying the brand’s new products as soon as they come out (expect to purchase in the pre-sale stage).

This type of customer is also six times more likely to think the brand (its product and/or service) is worth more than what they paid for.

Now imagine how much good these customers will do for your company when they share their experience with others.

Source: Rosetta

4. More than half become customers because of great CX

A survey by RightNow found that 55% of people became a company’s customers exclusively because of their fantastic customer experience.

The same percentage of customers are also happy to recommend a company more because of their terrific service than their product and (competitive) price.

Source: RightNow

5. 92% of consumers trust friends and family’s recommendations the most

This is another good proof of how much positive value can a good CX bring to your business. Consumers will share it with their friends and family, who trust these recommendations more than any other form of marketing.

Online reviews are the second most trusted source of information for 70% of consumers.

Source: Nielsen

Negative Customer Experience Statistics

6. One person tells 15 others about their bad customer service experience

Averagely speaking, one American will tell more people about their bad CX than good. Unfortunately, fifteen people will know about a company that treated that one customer poorly (and they’ll probably go very detailed explaining what happened).

Luckily, Millennials prefer sharing good experiences more, but they’ll still tell fifteen about the improper CX they received.

Like in the case of good CX, men also like to share their negative experiences more than women; in fact, twice as many people (men 21, women 10).

Source: American Express

7. 50%+ of buyers ditch a purchase because of low-grade CX

Poor customer experience is losing companies a lot of money. In fact, more than half of Americans said that they ditched the potential purchase just because the CX was bad.

Also, 33% change companies and seek other brands and businesses that take good care of their customers.

Source: American Express

8. For every negative need to be 12 positive experiences

This is a big one. Negativity is, unfortunately, way more powerful than positivity.

In other words, when a person receives bad customer service treatment, it will take twelve positive experiences to repair the damage.

Can you imagine?

This just shows how important it is to spend the extra time needed to treat all your existing, new, and potential customers with great care.

Source: Forbes

9. 59%+ of 25-34 year-olds share their negative experiences online

While social media, forums, reviews platforms and other mediums are great for sharing a message, nobody likes to see bad word spreading like wildfire about them.

59.3% of consumers aged between 25 and 34 are the ones who don’t hold themselves back the most, writing about their bad experiences with the world.

Source: Cision

10. 31% consider a bad CX if they’re unable to reach an agent

When someone has a question, they want a quick answer. One of the consumers’ biggest complaints is being “put on hold.” And what they say is even worst is being hung up after a long “on hold” time.

Furthermore, 28% of consumers hate it the most when an agent says, “I don’t know.”

Fun fact: 90% of every organization offers a 24/7 online self-service.

Source: Microsoft

11. 60% stop working with a brand because of one awful customer service experience

Because consumers’ expectations are getting higher and higher with each passing year for customer service, a whopping 60% stop doing business with a company just after one bad experience.

Too many companies still don’t take CX seriously, so I hope they will read customer experience statistics like these at least once and rethink their approach.

Source: Microsoft

How Customer Experience Impacts Businesses & Sales

12. Experience alone impacts 74% of consumers’ buying behavior

Even though they may not yet be ready to buy, after visiting a website and experiencing an epic customer experience, 74% are likely to complete a purchase just because of how well they were treated.

Incredible CX has a considerable influence on sales.

Source: Treasure Data

13. 83% face moderate to drastic impact on revenue because of unoptimized CX

Unfortunately, a bad customer experience still has a much more significant (negative) effect on a business than a good one.

83% of executives say their revenue and market share are at much higher risk because of unimproved customer experience.

Source: Treasure Data

14. 59% of shoppers say personalized CX influenced their purchasing habits

Do you want to grow your business and boost sales? Consider implementing personalized experiences because 59% of consumers say it (obviously) impacts how they shop.

Additionally, 86% say that personalization has at least some impact on what they purchase. But for 25%, it has a massive effect.

Source: Infosys

15. 4-8% revenue growth for everyone experienced at CX

If you think your business is already doing good, imagine a 4-8% increase in revenue due to improved customer experience. That’s the percentage above the market average.

Because of superb CX, customers’ loyalty grows, and they become promoters with a lifetime value of 6 to 14 times.

Source: Bain & Company

16. Using customer journey map tools can increase revenue by 15%

If a brand improves its customer journey – a series of business-to-customer interactions – it can boost revenues from 10% to 15%. That’s the “I don’t know” situation we learned above that must not happen – and others.

Not just that, but they’ll also lower the service cost from 15% to 20%.

We have a win-win situation right here.

Source: McKinsey

17. A 5% customer retention improvement can mean a 25% increase in profit

It’s not all about acquiring a new customer; it’s also a must to ensure you retain them so they continue to do business with you. And by improving customer retention by just 5%, you can experience a 25% profit increase in the long run.

These customers are more likely to recommend your service and products to others. They are also expected to spend more (even pay for the high-priced offers). Plus, when you two “get to know each other,” the customer won’t need to be “serviced” that much anymore.

Source: Bain & Company

18. Offer good CX, and they’ll buy 140% more

This is related to repeat purchases: A customer who remembers a fantastic past experience will spend 140% more than anyone who doesn’t even want to remember their experience (because of how bad it was).

Okay, I’m overreacting, but you get the point.

Source: Harvard Business Review

19. 49% make immediate purchases due to a personalized CX

An interesting survey discovery says that a whopping 49% of customers are ready to purchase “on the spot” just because of receiving a personalized customer experience.

Source: Bare International

Mobile Customer Experience Is A Must

20. 50%+ of website traffic worldwide traffic is mobile

I know this doesn’t directly relate to CX, but I wanted to share the stat to show mobile’s importance (and vastness).

If you aren’t 100% mobile-optimized yet, you’re leaving a lot of money on the table—and that’s a guarantee, my friend.

Source: Statista

Don’t forget to peek at these website statistics to learn more about websites and mobile use.

21. 79% of Millennials are more likely to purchase from a brand with a mobile customer service portal

A large percentage (76%) of Millennials prefer to buy from businesses that offer a mobile customer service portal.

22. 43% of Millennials contact customer service using a mobile device

Even though many still prefer talking to a support center via desktop, 43% of Millennials prefer doing it via their mobile device (smartphone or tablet).

Source: Microsoft

23. 90% of consumers have had some poor mobile CX

90% of consumers have encountered some form of customer help, whether it’s incorrect content display, slow load time, poor searchability, or unhelpful search results. When this happens, all seek help via their mobile devices.

Source: Software Advice

24. 57% of customers won’t recommend a brand due to their terribly designed mobile website

A website that’s not optimized for mobile design- and performance-wise will destroy your business in so many ways.

Regarding customer experience, 57% of visitors won’t recommend a business just because of a poor mobile website design.

And 50% will drop off early if the website isn’t 100% responsive – and what hurts even more – they’ll do it even if they like the business.

Source: socPub

You may also be interested in checking our comprehensive web design statistics to gain more interesting facts.

Does Customer Experience Impact Brand Loyalty?

25. 51% of US consumers stay loyal to a brand offering the latest products and services

Consumers want to follow the trends and have the latest products and services – hey, nobody wants to be left behind.

Thus, 51% of US consumers tend to stay loyal to a brand that’s up to date, offering new, modern products and services (regularly).

Source: Accenture

26. 96% have their choice of brand loyalty influenced by customer services

When deciding on becoming loyal to a brand, 96% (!) say that (excellent) customer service contributes to their loyalty. And loyal customers are some of the best because they spend more and are highly likely to renew their loyalty even after a poor experience.

Source: Microsoft

27. It is poor CX why 49% leave a brand they were loyal to for the previous 12 months

Even if a customer has been with a business for a year, that doesn’t mean they’ll stay with it forever. Continuous excellent customer experience is so important because if the brand slips, 49% will leave it due to bad CX.

Source: Coveo

28. 66% of customers will share more info about themselves if they know it’ll help the brand improve their CX

This sounds great, but these customers first need to be treated right, so they build trust and loyalty in the brand. And how to do that?

With superb customer experience, of course. Only then can a brand make its CX (even!) better – by getting more in-depth information about the customer directly.

Source: Harris Poll

29. CX is the driving force for customer loyalty, more than brand + price

Over two-thirds of customer loyalty is due to excellent customer experience. This is more than brand and price combined, which is yet another proof of how essential CX is.

The report also found that only the experiences that promote customers’ self-affirmation and confidence about the purchase (plus the value they get from it) contribute to establishing lasting customer loyalty.

Source: Gartner

30. Only constant improvement in CX will win over more loyal costumers

There’s no “one size fits all” model for customer experience. In fact, companies expect their CX teams to beat the competition. But 63% of leaders believe that’s only achievable by creating new, unique and innovative experiences.

Unfortunately, only 30% believe they have reached the optimal balance between fixing the current situation and introducing new techniques.

Source: Gartner

Impact Of Technology On Customer Experience

31. Less than 1 in 4 businesses have the tech to deliver a consistent experience

Unfortunately, there are still very few businesses worldwide that have the necessary technology for consistent (good) interaction and personalization with consumers. But this can be a competitive advantage for everyone willing to take CX to the next level.

Source: Twilio

32. People are businesses’ top priority for improving CX, but tech receives the most investment

Technology is still the most critical factor, receiving the most investment and growth, although businesses know people are (should be) the top priority to improve customer experience.

Source: Gartner

33. Omnichannel is the top technology trend

For the best customer experience, companies must take a consumer through a set of connected journeys, which they can control via (preferably integrated) omnichannel solutions. Besides omnichannel solutions, customer analytics is predicted as the key factor in reshaping CX.

A PWC report found that investment in the omnichannel experience increased from 20% to over 80%.

Source: Cision

34. (Only) 29% of organizations use analytics

Many organizations still lack the use of analytics in a customer’s journey to inform their channel/contact management. Moreover, 42% say their analytics system doesn’t meet their needs.

Source: Cision

35. 10% improvement in average order value due to personalized omnichannel engagement

Organizations that use consistent, strong personalized omnichannel engagement systems can experience a 10% enhancement in average order values.

(51% of global software decision-makers said they’re increasing their spending on digital experience solutions.)

Source: Adobe

Conclusion

Customer experience (CX) is crucial these days. If you aren’t offering your consumer the ultimate CX (and keeping improving it because they are expecting more from brands), you’re leaving a lot of money on the table.

Not only does CX directly impact a business, but good experience also unlocks the positivity of word-of-mouth “marketing.”

The more you give, the more you get back – it’s a universal law.

What customer experience strategies work the best for you? Let us know in the comments below.