20+ Customer experience statistics for 2024

First impressions go a long way and that is certainly true when it comes to customers piecing together their opinion of your business. Evolving technologies make it easier to personalise the sales funnel but customer preferences are becoming more demanding. As a business, you should be thinking about ways to improve the customer experience to stay competitive.

Customer experience (CX) is the sum of all the interactions and feelings a customer has of your business. It starts from the second they discover you up until the post-sales marketing. The goal is to make the CX streamlined and as positive as possible through measures like high-quality customer service and a user-friendly purchase process. Outstanding CX will make it more likely that a customer will come back to your business and become an active part of your customer base. In short, a good CX is a magnet for customers.

To help you gauge the importance of customer experience and its trends, we’ve curated this list of essential statistics to inform your CX optimisation journey.

Top customer experience statistics

To get started, here are some of the most important customer experience statistics to be aware of:

• 86% of buyers are willing to pay more for a great customer experience. Interestingly, the more expensive the item, the more they are willing to pay for improved customer service. This also makes a huge difference when it comes to on-the-spot purchasing – 49% of buyers have made impulse purchases after receiving a more personalised experience.
• 72% of customers will share a positive experience with six or more people. On the flipside, if a customer is not happy, 13% of them will share their experience with 15 or more people. Therefore, you want to make sure that a customer is leaving your store, whether physical or digital, with a smile on their face.
• Customer-centric companies are 60% more profitable than companies that aren’t → great attention to the customer’s needs can get you a long way, both in acquiring and retaining new users.
• 73% of consumers say a good experience is an important factor behind their purchasing decisions → in fact, 43% of consumers would pay more for greater convenience and 42% would pay more for a friendly and welcoming experience.

Priorities for customer experience

You want to offer exemplary CX but what does that mean to them? These stats illustrate what customers value the most:

• 80% of consumers say speed, convenience, knowledgeable help and friendly service are the most important part of customer experience
• Phone (91%) and live chat (85%) are the preferred methods for customers to reach businesses
• 73% of customers now say customer experience is the number one thing they consider when deciding whether to purchase from a company
• Customers are 2.4 times more likely to stick with a brand when their problems are solved quickly
• 48% of consumers expect specialised treatment for being a good customer

How does customer experience impact revenue?

A spotless customer experience translates not only into happy customers but into healthy account books. Here’s a few of statistics to prove this point:

• 86% of buyers are willing to pay more for a great customer experience
• 1 in 3 customers will leave a brand they love after just one bad experience
• Brands with outstanding CX generate 5.7 time more revenue than competitors who fall behind
• A 5% increase in customer retention can lead to a 25-95% increase in profitability
• 84% of companies that work to improve their customer experience report an increase in revenue
• Companies with initiatives to improve their customer experience see employee engagement increase by 20% on average.

How does customer experience affect recommendations

As we’ve already seen, highly positive or negative customer experiences are more likely to be shared with others. Here’s how a step in the right (or wrong) direction can influence word-of-mouth customer recommendations and why it’s important for your business.

• 72% of customers will share a positive experience with six or more people
• Consumers who rate a company’s service as ‘good’ are 38% more likely to recommend that company.
• 13% of unsatisfied customers will share their negative experience with 15 or more people, which could have a hefty blow on your business reputation.
• 86% of people hesitate to do business with a company if it has too many negative customer reviews. A good CX will prevent this from happening.
• 79% of customers put as much weight on customer reviews as they do personal recommendations

Conclusion

Customer experience is more than just picking up the phone when a user wants to get in touch and ask you questions about your product. It’s about putting yourselves in the customer’s shoes and understanding what they want and how you can preemptively meet their needs.

Getting this right is crucial as a happy customer can not only offer you their loyalty, but share their positive experience with the people around them – for free! The more you adapt your sales funnel for a seamless customer experience, the more likely it is your brand will become a customer magnet.