44 Facts Defining the Future of Customer Engagement

 

 

 Celia Brown , SAP

 Published - Oct. 6, 2014

 Original Article

 

 

• Customers who are fully engaged represent an average 23% premium in terms of share of wallet, profitability, revenue and relationship growth compared with the average customer. (Gallup State of the American Consumer 2014)

 

• In the consumer electronics industry, fully engaged shoppers make 44% more visits per year to their preferred retailer than do actively disengaged shoppers. And when they do visit their preferred electronics retailer, these fully engaged shoppers purchase more items than they originally intended to. (Gallup State of the American Consumer 2014)

 

• In the retail banking industry, customers who are fully engaged bring 37% more annual revenue to their primary bank than do customers who are actively disengaged. (Gallup State of the American Consumer 2014)

 

• Fully engaged policy owners purchase 22% more types of insurance products than actively disengaged policy owners do. (Gallup State of the American Consumer 2014)

 

• Fully engaged hotel guests spend 46% more per year than actively disengaged hospitality industry guests spend. (Gallup State of the American Consumer 2014)

 

• 52% of those surveyed whose organizations are building customer service apps for mobile devices are also creating mobile-friendly websites vs. 36% who are creating native iOS/Android mobile apps. (Social Media Today: The Social Customer Engagement Index 2014)

 

• 27% of companies say it takes them less than an hour to respond to questions/issues on social channels. (Social Media Today: The Social Customer Engagement Index 2014)

 

• 15% of companies surveyed say more than 25% of customer service inquiries are initiated over social channels. (Social Media Today: The Social Customer Engagement Index 2014)

 

• 60% of organizations see that customer service will be the top source of competitive differentiation in the next three years. (The Service Council’s (TSC) Service Transformation: The Business Case)

 

• 71% of organizations indicate increasing importance being placed on service. The Service Council’s (TSC) Service Transformation: The Business Case

 

• 66% of customers are willing to spend more with companies who provide superior customer service. (SAP, Customer Service is the Heart of Marketing)

 

• 52% of companies say Facebook is the most effective social channel for customer service. (Social Media Today: The Social Customer Engagement Index 2014)

 

• 32% say they have seen very positive impact from social on customer service goals and objectives. (Social Media Today: The Social Customer Engagement Index 2014)

 

• 81% of companies say social customer service strategy is integrated into overall social strategy of the organization. (Social Media Today: The Social Customer Engagement Index 2014)

 

• 45% of buyers require person-to- person contact in the buying process (ITSMA/CFO)

 

• Algorithms based on customer usage patterns can predict when a customer will be interested in a specific product, and provide sales teams with prompts to approach the customer with tailored upsell and cross-sell offers. These efforts can achieve improvements of 10 – 15% EBITDA in subscription businesses. (McKinsey 2013)

 

• Customer retention is 14% higher among companies applying big data and analytics to deal velocity. Aberdeen Customer Engagement Report 2014

 

• 100% of best-in-class companies provide Sales with remote access to social media. Aberdeen Customer Engagement Report 2014

 

• By 2016, the web will influence more than 50% of all retail transactions, representing a potential sales opportunity of almost $2 trillion. (US Cross- Channel Retail Forecast, 2011 to 2016, Forrester Research, July 2012)

 

• Companies that put data at the center of their marketing and sales decisions improve their marketing return on investment by 15-20% (McKinsey 2013)

 

• Only 14% of marketers say customer centricity is ranked high within their organization; only 11% percent say that their customers would say customer centricity is ranked high within their organization. The CMO Council, Mastering Adaptive Customer Engagement (2014)

 

• 66% of marketers believe that quick response times to customer requests or complaints is the most important attribute demonstrating customer centricity through the eyes of their customers. The CMO Council, Mastering Adaptive Customer Engagement (2014)

 

• Facebook's "like" button is pressed 2.7 billion times every day across the web, revealing users’ interests. (BI Intelligence 2014 Report)

 

• An integrated analytic approach can free up some 15 - 20 % of marketing spending. Worldwide, that equates to as much as $200 billion that can be reinvested by companies or drop straight to the bottom line. (McKinsey 2014)

 

• 52% of Marketing Execs surveyed say that it is a combination the people, the processes and the platforms needed to properly develop, manage, measure and continue delivery of the customer experience. The CMO Council, Mastering Adaptive Customer Engagement (2014)

 

• 52%of Twitter users in the U.S. consume news on the site (more than the percent of those who do so on Facebook), according to Pew Research. (BI Intelligence 2014 Report)

 

• According to a CEI Survey, 86% of buyers will pay more for a better customer experience, but only 1%of customers feel that vendors consistently meet their expectations. (Forbes)

 

• 73% of marketers view customer centricity as critical to the success of their business and role at the company. The CMO Council, Mastering Adaptive Customer Engagement (2014)

 

• 70% of buying experiences are based on how the customer feels they are being treated. (McKinsey)

 

• A 2% increase in customer retention has the same effect as decreasing costs by 10% (Leading on the Edge of Chaos, Emmet Murphy and Mark Murphy)

 

• 55% of consumers would pay more for a better customer experience. (Defaqto Research)

 

• The customer experience will reign as the primary investment target in 2014 as 68% of businesses plan to increase their customer management spend. (2014 Call Center Executive Priorities Report)

 

• The majority of businesses are unable to support an omni-channel customer journey. Only 12% can provide a seamless hand-off between channels. (Forrester Wave Customer Service Solutions 2014)

 

• According to a CEI Survey, 86% of buyers will pay more for a better customer experience. (Forbes)

 

• An Accenture study found that 72% of respondents “showroomed,” or bought digitally after seeing a product in a store. (Accenture)

 

• Millennials, those consumers aged 18 to 34, remain the key age demographic for online commerce, spending more money online in a given year than any other age group. (Business Insider Intelligence 2014)

 

• More shoppers are looking to take advantage of seamless retail services involving the store: In a recent survey, 19% of shoppers said they are using “click and collect” services. (Accenture)

 

• 57% of women indicated that they made an online purchase in the last year, compared to 52% of men. (SeeWhy 2014)

 

• In the first quarter of 2014, 198 million U.S. consumers bought something online. (comScore's quarterly State Of Retail report)

 

• 22.2%of men made purchases on their smartphones versus 18.2%of female respondents. (SeeWhy 2014)

 

• Millennials spend around $2,000 annually on e-commerce despite having lower incomes than older adults. (Business Insider Intelligence 2014)

 

• Boomers and seniors have adopted mobile commerce. 1 in 4 mobile shoppers in the U.S. is over the age of 55. (BI Intelligence 2014 Report)

 

• Women indicated they weren’t ready to buy 2x more than male respondents, with 62.5% of females, versus 24.7% of males, revealing a desire to browse more before buying via their tablets. 

 

 

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