NEW RESEARCH FROM PUBLICIS SAPIENT

Customer Experience: Importance vs. Satisfaction

A recent study by Publicis Sapient highlights the gap between how important customers perceive their experience to be and how satisfied they actually are across several industries. The following table summarizes these findings:

Industry Importance vs. Satisfaction

Airlines: Importance 85%, Satisfaction 63%, Gap 22%
Healthcare: Importance 80%, Satisfaction 60%, Gap 20%
Utilities: Importance 73%, Satisfaction 57%, Gap 16%
Retail: Importance 75%, Satisfaction 61%, Gap 14%
Technology: Importance 66%, Satisfaction 54%, Gap 12%
Banking: Importance 65%, Satisfaction 54%, Gap 11%
Grocery: Importance 73%, Satisfaction 54%, Gap 19%

*Based on top 2 box (Extremely/Very Important/Satisfied)

Customer Experience Gap by Country

The gap between importance and satisfaction varies by country. The following data shows the percentage point gap for each industry across Germany (DE), France (FR), the United Kingdom (U.K.), the United States (U.S.), and globally:

Airlines: DE 22%, FR 22%, U.K. 32%, U.S. 22%, Global 25%
Healthcare: DE 20%, FR 20%, U.K. 27%, U.S. 20%, Global 22%
Utilities: DE 17%, FR 16%, U.K. 21%, U.S. 16%, Global 18%
Retail: DE 14%, FR 14%, U.K. 19%, U.S. 14%, Global 15%
Technology: DE 12%, FR 12%, U.K. 17%, U.S. 12%, Global 13%
Banking: DE 11%, FR 11%, U.K. 16%, U.S. 11%, Global 12%
Grocery: DE 19%, FR 19%, U.K. 24%, U.S. 19%, Global 20%

What Customers Want from Operators

41% of respondents globally say they most want operators to share operational and experience information in real time. This desire is consistent across countries: DE (40%), FR (42%), U.K. (41%), U.S. (39%).
37% want operators to provide personalized recommendations and experiences. This is also consistent across regions: DE (37%), FR (36%), U.K. (36%), U.S. (37%).
17% want operators to help them make more sustainable choices, with identical results across all countries surveyed.

Likelihood to Stop Interacting with a Brand After a Bad Experience

In Germany, France, and the United States, 1 in 5 people will stop interacting with a brand after a single bad experience. In the United Kingdom, it is 1 in 6.
The percentage of people who will stop after one bad experience: DE (7%), FR (7%), U.K. (6%), U.S. (7%).
The percentage who will stop after several bad experiences: DE (39%), FR (41%), U.K. (42%), U.S. (41%).

Digital Behaviors and Preferences

The research also explored how customers interact with brands online and what digital behaviors are most common:

Research and transact online via knowledge tools or forums: DE 36%, FR 37%, U.K. 37%, U.S. 37%, Global 37%
Search for product/service based on what it means about them: DE 35%, FR 34%, U.K. 34%, U.S. 35%, Global 35%
Obtain relevant content: DE 33%, FR 32%, U.K. 32%, U.S. 33%, Global 33%
Send and easily communicate leads to friends or family: DE 32%, FR 31%, U.K. 31%, U.S. 32%, Global 32%
Research ways to become more sustainable: DE 30%, FR 29%, U.K. 29%, U.S. 30%, Global 30%
Keep an eye on market value/finance: DE 29%, FR 28%, U.K. 28%, U.S. 29%, Global 29%
Follow sustainability news or trends: DE 28%, FR 27%, U.K. 27%, U.S. 28%, Global 28%
Follow and be inspired by role models: DE 27%, FR 26%, U.K. 26%, U.S. 27%, Global 27%
Research ways to help others in the community: DE 26%, FR 25%, U.K. 25%, U.S. 26%, Global 26%

INFO BOX:

People will stop interacting with a brand after a bad experience.

ABOUT THE RESEARCH

For more information or to get in touch, contact Publicis Sapient.