47 customer experience stats and quotes for 2018 and beyond

There is one common goal for those in the know; to center our businesses, objectives, internal teams and measures of success around delivering for the end customer, and ultimately, the experience they have with our brands.

Now that 2018 is coming to a close - and we're firmly in the "experience era" - digital technology is evolving faster than organizations can adapt, and it’s more vital than ever before to focus on digital experience. In fact, as my colleague and CMO, Geoff Galat, wrote last year, experience is a point of real differentiation - it’s the most effective way for businesses to stand out from the competition.

Customers’ experience expectations have changed significantly. Advances in technology and their adoption by the majority of consumers have opened so many new opportunities, but they have also added a layer of complexity to what is an already confusing landscape.

So here are some compelling statistics and thought-provoking quotes to add to presentations, raise at meetings or share with your colleagues to show the true value of experience as we head into 2019. From industry leaders, research houses and brands alike, the following quotes are more relevant for CX strategies than ever before:

On customer experience

1. "You’re not behind your competitors; you’re behind your customers — behind their expectations." - Brendan Witcher, VP, Principal Analyst at Forrester

2. "If you care about the state of CX, it’s time to stop stating 'how great it’s going to be' and start working on solutions" - Bob Thompson, CEO of CustomerThink Corp

3. "The good news is, more and more company leaders are starting to get that they need to focus on the customer experience; the bad news is, most are still struggling with the concept" - Annette Franz, CCXP, CEO @CXjourney Inc.

4. "Being customer-first does not mean being company-second – it means being company-also." - Augie Ray, Gartner

5. “People are descending on the topic of customer experience ... but when you really listen to what they’re saying, they’re just talking about a new campaign” - Maxie Schmidt, principal analyst at Forrester

6. "Digital allows brands to analyze data and see how consumers shop while physical stores can boost digital sales with customer service." - Noam Paransky, SVP of digital, Gap Inc.

7. "Good CX is easy to recognize, but it can be difficult to deliver." - Linda Saindon, Founder & Principal Consultant, Alchemic Group

8. “A good customer experience is actually less expensive to provide than a poor one and customers will pay more for a good one than for a bad one. Nothing drives profitability like an excellent customer experience does.“ - Dan Hesse

9. “What we’ve seen is that although binary conversion is very important, it’s not as important as the whole journey, conversion only gives you a descriptive view of any issues but not a diagnostic one”  - Alex Allen, CMO, Spring Venture Group

10. Customers who had an unpleasant experience on your site are 88% less likely to return to your website - Adobe

11. 85% of the adult believe that the company’s website should be as good as or better than the desktop website - visual.ly

12. “Get to know your customers. Humanize them. Humanize yourself. It’s worth it.” - Kristin Smaby

13. Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer -
Temkin Group

14. “15 years ago, the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost six touch points, with 50% regularly using more than four.” -
Marketing Week


15. 50% consumers are likely to switch brands if a company doesn’t anticipate their needs - Salesforce

16. 2018 will be the year of servicing consumer needs before they even arise. Brands leveraging the right data and analytics to deliver impactful customer experiences will rise to the top - Andy Yost, CMO, Gannett

17. “Welcome to a new era of marketing and service in which your brand is defined by those who experience it.” -
Brian Solis, Principal Analyst and Futurist, Altimeter

18. “The term ‘customer experience’ won’t exist in the organization of the future. It will be so deeply entrenched in a company’s product, process, and culture that it will be synonymous with the brand and represent the only way to do business” -
Ann Lewnes, SVP and CMO, Adobe

On understanding the human behind the data

19. “It’s really important that you don’t reduce your customers to data on a spreadsheet. A lot of digital retailers miss the mark by only looking at the data and reports.”  - Traci Inglis, Brand President, JustFab and Shoedazzle at TechStyle Fashion Group

20. "Customers are changing far faster today than organizations are. Customers are setting the agenda." - Gerry McGovern, CX Expert, CMSWire

21. "Think about every touchpoint your company has with its prospects and customers, and ask yourself if you are talking in their language, or yours" - Dan Gingiss, CX Author and Keynote Speaker

22. "Consumers are redefining brand value on their terms, demanding greater convenience and relevance from every engagement and every device." - Chris Pemberton, Gartner

23. “Think of your customer base as the foundation of your house. ... Fixing the foundation should be the first renovation project you undertake." - Michelle Yaiser, CCXP, Director, CX Analytics at Forrester

24. "People do not always know what they want and aren’t always aware of what persuades them." - Martin Roll, Business & Brand Strategist

25. "In 2018 we’ll see more frank public discussions about what it means to bring humanity back to business. Customers and employees, alike, are craving more trust, respect, civility, and meaningful connection" - Megan Burns, CEO, Experience Enterprises


26. "CX of the future should be designed like a Disney or Pixar movie, complete with character and story development, storyboarding, and integration into a thoughtful and methodical universe where the experience is consistent, integrated, and enchanting in every moment of truth" - Brian Solis, Principal Analyst and Futurist, Altimeter

27. "When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion." - Dale Carnegie

28. “If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” - Jeff Bezos

29. "Brands that demonstrate “true empathy” in the experiences they deliver will win. These experiences build powerful memories that can disrupt categories" - Alan B. Hart, Managing Partner of ATOMCK & Host of Marketing Today podcast

30. "Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves." - Steve Jobs

31. “Customers remember the service a lot longer than they remember the price.” - Lauren Freedman

On mobile and omnichannel experience

32. “By 2022, your personal device will know more about your emotional state than your own family.” - Annette Zimmermann, research vice president at Gartner

33. 57% of users say they won’t recommend a business with a poorly-designed mobile site - SocPub

34. Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead - MicKinsey & Company

35. 69% of digital media time is spent on mobile - comScore

36. Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omni-channel strategies - Aberdeen

37. By 2020, the demand for an omnichannel customer experience will be amplified by the need for nearly perfect execution - PWC

38. 75% consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person) - Salesforce

39. “The shift to mobile is driven by habit...people are often at home surrounded by devices—desktops, laptops, smart-TVs—that are all objectively better for content consumption than mobiles. But people reach for their phones because they’re habitualized to them” - Tom Grinsted, the Guardian

On new technologies

40. 80% of marketers predict artificial intelligence will revolutionize marketing in the next few years - Econsultancy

41. 70% of consumers say technology has made it easier than ever to take their business elsewhere - Salesforce

42. “Becoming the default brand choice in a preprogrammed, AI and IoT-enabled world will make or break businesses" - Constellation research

43. Investment in AI will increase more than 300% this year - Forrester

44. Eight out of 10 businesses have already implemented or are planning to adopt AI as a customer service solution by 2020 - Oracle

45. 67% of people expect to see/use messaging apps when talking to a business - Chatbots Magazine

46. 40% of adults now use voice search at least once per day - Branded 3

47. Intelligent automation will manage 85% of businesses’ customer relationships by 2020 - Gartner

Make sure to bookmark this page, as I’ll be storing up more gems like these and adding them in periodically throughout the year.

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