New report shows: So devastating is a weak customer experience

An international survey from the SAS Institute, which is based on responses from 10,000 consumers in ten countries (of which 1,000 in Sweden), shows how a bad customer experience affects the business. One third of the respondents over a company as a customer after a bad experience. as many as 90 percent do so after 2–5 bad experiences.

The figures also show that companies that invest in digital services and analyze customer data do better than average.

The EX2030 EMEA Consumer Poll survey was conducted by 3Gem in August this year. In addition to Sweden, the UK, Germany, the Netherlands, France, and several other countries are also included in the survey.

In addition to price and product, the shopping experience and the importance of customer service have grown during 2020. Before the pandemic, 61 percent stated low price as one of the three most important factors when shopping. Now that figure has dropped to 54 percent

Several notable insights from the survey:

• 61 percent of survey participants say they would pay more for products and services if companies give them a good customer experience during the corona pandemic.

A challenge for the trade is that a “good customer experience” can be many different things. When the respondents rank the three most important factors, the distribution is even:

• 25 percent indicate flexible handling of returns and refunds.

• 32 percent value fast support.

• 46 percent think that the customer experience is more important than low prices and discounts.

• 29 percent believe that it is important for companies to act responsibly.

• 38 percent place great value on convenience.