What can we learn from all these CX trends?
1) Consumer expectations aren’t uniform
As we can see from the social and survey data above, consumer expectations differ across industries as well as across different groups.
For example, younger consumers tend not to go into physical stores to complain as much as those over 35. And in some industries, men and women have differing opinions on whether brands should get second chances.
These are differences that businesses should take note of when it comes to catering to the needs of different audiences.
2) Community is key
Looking at our best brands for customer experience, those that get the most positivity tend to have built out a large community with deep ties to the brands.
Etsy has created a fantastic community of passionate creators and fans of custom, handmade items. Meanwhile, MTV’s fans have remained loyal for a long time and speak of the brand like an old friend.
These long-standing (sometimes emotional) ties can be good for building a strong network of brand advocates.
3) Don’t leave gaps
To ensure you’re creating the best customer experiences, it’s important to understand how consumers feel about your industry and to ensure that all possible sources of feedback are covered.
Whether that involves analyzing previously archived call logs to find the most common complaints, opening new avenues through which consumers can get in contact, or benchmarking your brand against others in the industry to find shortfalls and opportunities to improve, there is plenty to do to make sure your brand’s CX is on point.
Industry and brand sentiment analysis was done by monitoring social conversations about around 600+ brands from July-December 2019, using Brandwatch Consumer Research.
Survey analysis was done using Brandwatch Qriously. We surveyed 9,000 people across 9 countries in January 2020.