NEW RESEARCH FROM PUBLICIS SAPIENT
Customer Experience
A recent study from Publicis Sapient highlights the gap between the importance customers place on their experience with various industries and their actual satisfaction levels. The data below illustrates these gaps:
Industry Importance and Satisfaction Gaps
| Industry | Importance | Satisfaction | Gap |
|---|
| Airlines | 85% | 63% | 22% |
| Healthcare | 80% | 60% | 20% |
| Utilities | 75% | 57% | 18% |
| Retail | 78% | 62% | 16% |
| Technology | 66% | 54% | 12% |
| Banking | 65% | 54% | 11% |
| Grocery | 73% | 54% | 19% |
Customer Experience Gap Between Importance and Satisfaction by Country
| Industry | DE | FR | U.K. | U.S. | Global |
|---|
| Airlines | 22% | 22% | 32% | 22% | 22% |
| Healthcare | 19% | 20% | 27% | 20% | 20% |
| Utilities | 17% | 18% | 21% | 18% | 18% |
| Retail | 15% | 16% | 19% | 16% | 16% |
| Technology | 12% | 12% | 15% | 12% | 12% |
| Banking | 11% | 11% | 14% | 11% | 11% |
| Grocery | 19% | 19% | 25% | 19% | 19% |
What Customers Want from Operations
- 41% globally say they most want operations to deliver operational excellence (DE: 40%, FR: 42%, U.K.: 41%, U.S.: 40%)
- 37% want operations to be personalized to their preferences (DE: 37%, FR: 36%, U.K.: 36%, U.S.: 37%)
- 17% want operations to be more sustainable (DE: 17%, FR: 17%, U.K.: 17%, U.S.: 17%)
- 6% want operations to be more inclusive (DE: 6%, FR: 5%, U.K.: 6%, U.S.: 6%)
Likelihood to Stop Interacting with a Brand After Bad Experiences
- Germany: 1 in 5
- France: 1 in 5
- United Kingdom: 1 in 6
- United States: 1 in 5
Breakdown of Customer Responses:
- After one bad experience: DE: 7%, FR: 8%, U.K.: 6%, U.S.: 7%
- After several bad experiences: DE: 39%, FR: 41%, U.K.: 37%, U.S.: 39%
Customer Preferences for Brand Interactions (Global Averages)
- 37% want to research and transact online without the brand knowing anything about them
- 35% want to receive personalized content based on what the brand knows about them
- 33% want obvious, relevant recommendations
- 32% want timely communications based on their needs
- 30% want reminders when important things are coming up
- 29% want to be kept informed when they transact
- 28% want immediate follow-up after their needs are met
- 27% want periodic follow-up to see how things are going
- 26% want to know who they are interacting with
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INFO BOX:
People will stop interacting with a brand after:
- One bad experience: 7% (DE), 8% (FR), 6% (U.K.), 7% (U.S.)
- Several bad experiences: 39% (DE), 41% (FR), 37% (U.K.), 39% (U.S.)
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