Customer centricity has been under the spotlight with shifts in focus caused by the pandemic coupled with increased customer and public attention on how brands interact and deliver for customers. More organisations in the Australian market realise their customers are assets to be nurtured and invested in.
The Customer Experience Excellence (CEE) report has tracked Australian Consumers' experience with Australian and international brands across the Six Pillars of Customer Experience Excellence for the past four years.
Customer Experience Excellence Report 2021
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Six Pillars of Customer Experience Excellence
The Six Pillars of Customer Experience Excellence have consistently been shown to be the essential characteristics of world class experiences and are the prerequisites for customer economics and commercial success.
Shifting customer needs, changing expectations, continuously rapidly evolving technology and organisational fragmentation have created a significant level of complexity for companies.
With customers expecting more from organisations than before, organisations need to strive for excellence in all six pillars. We believe this trend will place increased pressure on organisations to identify where best to focus their investment and what initiatives to prioritise to improve customer experience.
Download the report to discover how different sectors are responding to the customer experience excellence challenges.
Customer trends we've observed
Personalisation
Technology, data and analytics are enabling companies to create more personal ‘human’ experiences across channels and buying stages. Customers seek not just simplicity of transactions, but also human connection. Whilst tech is an enabler, true personalisation is how the customer feels after an interaction.
Integrity
Corporate integrity and its outcome – trust – continue to be a focus. Re-engaging with purpose, validation of values and moving CSR to the forefront of the brand have been key. The rapid uptake in ecommerce and cybercrime are front of mind for organisations and customers.
Time & Effort
With a significant rise in the use of delivery services, ecommerce has become a way of life. Loyalty schemes have become more sophisticated. We are seeing organisations coordinating online and offline experiences to enable customers to achieve their objectives simply, easily and cost effectively.
Expectations
Historically, we've observed a trend of 'expectations transfer' as customers expect their best experience with a company to be replicated elsewhere. This has become more evident as new technologies, such as AI and machine learning, push the boundaries of what's possible. This is leading to an escalation in customer expectations.
Resolution
Customer problem solving has moved beyond just fixing problems for its customers into a focus on customer lifetime problems, to extend a trusted relationship. In 2021, leading organisations have harnessed new technologies to foster better customer relationships by enhancing query handling and issue resolution.
Empathy
Customers want to deal with companies that show they care and can tangibly demonstrate their customers are important. We are seeing organisations beginning to operationalise empathy; it is becoming a core competence in user experience design and improvement with anthropology and ethnography techniques informing experience designers.
Read more about the trends we're observing in the Customer Experience Excellence Report 2021 (PDF 4.5MB)
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Further insights
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