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Customer experience statistics that show positive CX starts with communication


Eye-opening stats that show positive customer experience starts with communication

Marketing leaders know that delivering a better customer experience (CX) is a competitive driver. Achieving high levels of engagement and positive sentiment across the entire customer journey starts with effective communication. Why? Because communication lies at the heart of every customer interaction.


The communication divide between
consumers + business1


81% said it’s often difficult to communicate with businesses.

More than 35% said they receive too many emails and irrelevant emails.

More than 40% were frustrated by phone menu options and wait times.


Only 34% understand or acknowledge communication challenges.

50% thought their email channel experience was ‘excellent’.

53% thought their phone channel experience was ‘excellent’.

Engagement expectations aren’t being met2


73% of customers expect companies to understand their needs and expectations

62% of customers expect companies to adapt based on their actions and behaviour


Only 51% of customers say companies actually understand their needs and expectations

Only 47% of customers actually find companies adapt based on their actions and behaviours

Customers want…

  • Helpful support & info via channels of their choice
  • Intuitive self-service tools for simple enquiries
  • Fast interactions & first-contact issue resolution
  • Personalised experience & not having to repeat info

Preferred communication methods include…

  • Email
  • Phone
  • Social media
  • Webchat
  • Text/SMS

Fast + personal + omnichannel communication drives connection

63% said they’d be more likely to do business with a company if they’d made a positive emotional connection.3

31% of people said being able to contact a company through any channel was the top driver of feeling emotionally connected to a brand.3

9 out of 10 consumers value when a business knows their account history and current activities with that company.4

66% of consumers in the APAC region think it’s important to be greeted by their name during an interaction with a business.4

Communication that boosts CX is a buffer against customer churn

2/3 of global consumers said they’d switched providers due to poor customer service.5

More than 50% said they’re more impatient and want their buying decision process to be fast with minimal effort.5

Only 14% of consumers strongly agree companies provide a positive CX through seamless, integrated digital + traditional interactions.5

Which industries are most affected by customers switching due to poor service?5

  • Retail
  • Banks
  • Internet service providers

Success in business relies on relevant + timely communications

Integrated customer communications across offline and digital channels lead to improved customer experience, which drives revenue gains.

Organisations whose customers are extremely satisfied with their digital communications are 2.6X more likely to have revenue growth of 15% or more.1

Organisations that create compelling, personalised, real-time experiences are 50% more likely to exceed their business goals by a significant margin.6

6 in 10 consumers said they’re more likely to switch from one provider to another compared with 10 years ago.5

The imperative:
converge communications to improve CX

69% of customers expect companies to provide connected experiences.2

59% of customers feel like they’re communicating with separate departments, not one company.2

6 in 10 consumers said they’re more likely to switch from one provider to another compared with 10 years ago.5

Do you have an integrated approach to analog and digital communication across every customer touchpoint? If not, you’re more likely to lose customers and revenue opportunities.


  1. Bridging the Communication Divide’, 2017, Twilio & Lawless Research
  2. State of the Connected Customer’, 2019, Salesforce Research
  3. Serial switchers swayed by sentiment’, 2017, New Voice Media
  4. State of Customer Experience Research’, 2018, Genesys
  5. Customer 2020: Are you future-ready or reliving the past?’, 2014, Accenture
  6. Digital Intelligence Briefing: 2018 Digital Trends’, 2018, Econsultancy + Adobe

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